Financial advisors often say that creating multiple revenue streams is an effective way to build wealth. Dentists today may find this an effective way to build their practice, keep their schedules full, and attract new patients.
A few years ago, I took a step back and looked at my practice with a different perspective—how can I make more without personally doing more? There had to be more we could offer patients that would surprise and delight them. The first thing I did was ask my existing patients what else we could do to add value to their experience. Then I looked outside of dentistry for ideas from other health-care disciplines, such as dermatology and cosmetic surgery.
What I concluded was that the ideal practice scenario has a balanced mix of products and services. When patients trust their provider, they’re more likely to follow both health and elective esthetic recommendations. Dentists are (and should be) patients’ go-to for everything related to oral health and the appearance of their smile. So, what does that include? It’s not just delivering dentistry to prevent and treat disease. It can be so much more.
Outside influences can guide you
In researching the dermatology business model, I could see that dermatologists’ patients trust them with the health and appearance of their skin. The patient experience includes an examination, diagnosis, treatment plan to address immediate issues, and recommendations for their skin’s long-term health and appearance. That’s why many dermatologists also offer esthetic procedures.
Many dentists offer cosmetic treatments, from whitening and aligners to veneers. We’ve been doing smile makeovers at my practice for years. When patients started to casually ask if I could do their lip fillers and Botox “while they were already numb,” it dawned on me that a smile makeover is more than just teeth; the lips frame the smile, making it a natural service extension.
Five years ago, after extensive research and appropriate training, we decided to add facial esthetics to the practice, including treatment of the lips and face. When we added esthetic treatments, we were aware this is mostly an out-of-pocket expense for patients, and we already had a financing solution—the CareCredit credit card—to help with any treatment not covered by insurance. We found it’s also helpful for patients who want Botox and fillers.
Through the years, we evolved through trial and error, and now we have a highly skilled nurse practitioner who’s available to patients in my office three days a week. It’s a business within a business, a revenue driver, and an excellent way to get new patients through referrals. My patients become her clients, and her esthetic clients become my patients. It’s a nice transfer of trust and quality referrals for both of us.
There are many ways to set up this additional revenue stream. You can hire a qualified and certified injector either part- or full-time as a practice team member. You can rent a treatment room to them as a revenue stream. You can work out a profit-sharing agreement, or you can use a combination of these three options. We rent out a space in the office and have a profit-sharing agreement, so there’s motivation to actively encourage referrals.
Each practice has different patient demand for these services. Be sure to confirm your state regulations on the use of Botox in the dental practice as they may vary.
Bridge the gap between in-practice and at-home care
My visits to a few cosmetic surgery practices yielded more insights: before-and-after surgery patients often receive professional grade products to prepare their skin for the procedure and optimize outcomes postsurgery. Dental patients usually choose at-home care products from what’s available at the local drug store.
As oral health experts, we should have high quality oral care products available in our practices for patients to purchase. Many teams already recommend and sell electric toothbrushes, and that’s a great start. It’s convenient to patients and they most likely appreciate having a professional opinion to help them choose what’s right for their oral health.
Another logical service extension is to offer oral care products, including tongue cleansers, toothpaste, and oral rinses. Taking into consideration the best practices of cosmetic surgeons, we have an at-home care product display and send patients home with a kit that contains all-natural oral health at-home products. About 60% to 70% of patients purchase these products on an ongoing basis, making it a passive revenue generator for our practice.
In retail, many business owners measure and monitor sales per square foot and work toward optimizing their space and revenue. Adding facial esthetic services and oral health products may be two ways to increase your income without increasing your square footage.
Look for inspiration when you’re a patient at another practice or a customer in a store, and ask your patients, “What more can I do for you?” Both can result in additional revenue streams that help you attract and retain patients.
Editor's note: This article appeared in the July/August 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
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