 Coaching
the Professions Presents ...
The
Phantom of the Operatory
There are many similarities in the staging of a play and the
performance of a dental office. In the magnificent musical
Phantom of the Opera, the compelling phantom affects much of
the performance by achieving his desired outcome from behind
the scenes. Can we follow his lead and create an office
experience that routinely exceeds our patient’s expectations
without us explicitly directing every scene? It certainly
would lend itself to less management and more empowerment for
our co-workers.
Let us then suspend our belief in dental teams and the all the
accompanying sports analogies and enter the world of grease
paint and foot lights.
Act
I: Casting, Direction, Rehearsal
Act
II: Script, Stagecraft, Musical score
Act
III: Audience, Promotion, Reviews and Critics
Act I
Scene I Casting
Casting (hiring) is the key, there is not enough training and
coaching that will rescue a person that is not suited to the
part. Dental staff turnover rates approach 25% per year. The
financial costs per lost employee and a new hire can exceed
$30,000 to a practice. In a stage play “the show must go on”
so they keep understudies on the payroll. In a dental office
the remaining staff pitches in until someone is found. Usually
this is done too quickly under duress and the cycle of hiring
begins again.
In theater, there is what is called a casting call (job
interview). What is important to remember is that the casting
director is looking for a person who has the aptitude to play
the part. The applicant does not yet know all the lines and
all the music but they do have the necessary potential to
become that character in the performance.
Many times dental offices get overly focused on needing a
highly skilled person for a particular position. Their skill
level and experience (knowing the part) seem to out weigh the
very important innate qualities of the individual that could
potentially be more important in the long run. Select the best
person that will compliment the other members of the cast.
There will be time for them to learn their lines and grow into
their part. A great cast has all the personalities and social
styles that are witnessed outside of the theater. To create a
great performance in our office celebrate the differences and
cast them in a role in which they can be comfortable. There
are parts for everybody somewhere, perhaps sometimes not in
your office. It is in your and their best interest to help
them find that role (position) where they can thrive.
As actors work together for a longer time, there is a magical
phenomenon, they become an ensemble. They blend and harmonize
with one another, while still keeping their individuality.
This was witnessed on the small screen with shows such as:
Seinfeld, Cheers, and Friends. It can also be witnessed back
stage, where every one is dependent on one another to insure
that the show goes off smoothly.
Scene II Direction
Who
is the director in your dental office? It is the perception of
many dentists that they must be the constant director
(manager) of their dental office, or they must hire an office
manager to free themselves of that role. The theater again
offers a great opportunity to view this from a different
angle.
Have you seen a performance lately? Did you notice the
director?
As the curtain rises, the director’s work is done. They have
given their direction to all the players, musicians and stage
hands and now it is literally out of their hands. The director
communicates his or her vision of the play, and the actors
interpret that vision and communicate it to the audience. As
you can see, there is a great level of trust within a theater
community. Are we providing that level trust in our dental
offices? It is incumbent that the dentist communicates their
unique vision with clarity. They must also trust and have
confidence that their staff can and will articulate that
vision not just in words, but in actions. How does the
director insure that this happens? Let’s go behind the curtain
to Scene III
Scene III Rehearsal
When the correct cast is assembled, rehearsal begins. This
process begins as a rather structured meeting. It is important
that the cast knows what roles everyone else is playing and
how they all intertwine to create an interesting and enjoyable
production. In the beginning the actors learn their roles
individually. However, if someone is familiar with a
particular part they will help out any new cast member.
Unfortunately, in training dental staff, we are many times
under such perceived time pressure that we skip rehearsal
altogether and are in essence auditioning potential players
during the actual performance. Staff education is paramount to
get the best out of your people. As the play develops the cast
is allowed to put their style into every scene. The
performance becomes an evolving presentation that embraces the
talents of all those involved.
During the run of a play, from time to time the director and
the players get together to “brush up” (office meeting) the
performance. It is here that the actors and the director
collaborate to refine and improve the performance so that it
runs more smoothly and has the desired affect on the audience.
The director may have to re-emphasize their vision. The
players also contribute ideas, as they are the ones on stage
that see best where improvements can be made. Because all the
actors (staff and dentist) work so closely together these
brush up meetings are not gripe sessions. Here the actors
(employees) discuss not only how to best have the show elicit
the intended affect on the audience but also have the show
have a long and successful run.
Curtain
Next time in Act II we will discuss the script, the set and
the musical score.
Act
II
The
Script
The use of the script analogy is not to encourage you to have
a set script to be acted out by your staff. This has been
attempted and has lead to results ranging from ineffective to
disastrous. When a staff is scripted they lose their
spontaneity and the ability to flex to their immediate
audience. Also we do not have the help of a prompter; that
partially, hidden person that has the script in hand and
whispers the next line to the performer. Thankfully, for our
co-workers, they do not have to memorize lines. When they have
a through understanding of the office vision, they will be
self- directed and comfortable in their role.
Let’s think of this section as more extemporaneous or
improvisation. The more the player (staff member) understands
the desired outcome, they are able to utilize their own
internal, natural acting ability (being themselves) to best
impact their immediate audience (patient). It is our
responsibility as the director to set the tone and the desired
outcome. Then it is the entire ensemble’s responsibility,
dentist included, to be focused and creative to enhance the
patient’s experience.
“The play's the thing, wherein I'll catch the conscience of
the king."
Hamlet. by William Shakespeare.
Our goal should be to catch the conscience or deep interest of
our patients. This desired outcome is a well thought out and
clear vision that is discussed and developed by the entire
staff so that the message is consistent through out the
patient’s experience. It is a blending of acknowledging the
patient’s wants and needs with their circumstances,
temperament and objectives. Then next, to create a dental
treatment experience for them that will satisfy their dental
health requirements of comfort, function and esthetics.
Stagecraft
All the world's a stage,
And all the men and women merely players:
They have their exits and their entrances;
As You Like It, by William Shakespeare.
As the curtain rises for your patients entering your practice,
what feelings are experienced by your patrons? Does the set
and ambiance match what they are about to experience? Do they
feel a part of your practice?
Charles Garnier was the architect of the Paris opera house
built in 1861. His genius was that he was the first designer
that understood that the opera was both an occasion and
performance. He created the ambiance that the spectators were
part of the performance as they entered the building. By the
use of grand staircases, promenades and mirrors he created a
sense of occasion and inclusion that is deeply felt as you
enter this Paris landmark. There is also a sense of
spaciousness and cleanliness that was unique considering the
mid 1800s, which when coupled with a logical floor plan was
used to good effect in the opera. If you have yet to venture
to Paris, the feel of the entrance is hinted at in the
Masquerade scene in the performance of Phantom of the Opera.
How
does your “stage” measure up to your patient’s expectations?
How can you have the patient feel part of your office as they
enter and travel through their experience? A key is that it is
your office. We all develop a style, and philosophy of
practice. Unfortunately, many times our office is inherited or
professionally designed to some else’s concept of what a
dental office should look and feel like.
Garnier studied not only the opera but the theater attendees
to create the blend that would make the experience congruent
through out their opera experience. We do not have to build
Paris opera houses or Taj Mahals to accomplish this. However,
a thoughtful process of design and the accompanying ambience
can create an environment that flows and blends with our
practice philosophy. I would suggest that you and your staff
enter your office with new eyes, and develop a plan to create
your patient experience as they enter your practice.
Musical Score
This discussion is more about the subtle tone of your
practice, rather than what genre of music is on your sound
system or patient mp-3 player. What sets the tone of your
practice? Are conversations readily available to be overheard?
HIPPA concerns aside, is this experience you have envisioned
for individualized care. Is it calming? Does it exude a quiet
confidence? Is our focus continually on the patient?
Before and during a stage performance the rule of no
distractions is always in place. Backstage is to be absolutely
quiet. No peeking through the curtain to check out the house.
During a performance the house lights are dimmed to aid in the
focusing effect. This is an advantage we do not have in a
dental office.
What we do have in common is the overture! The overture is the
part of the musical score that gives a preview of the tone of
the performance that is to follow. An overture in a dental
practice begins when the patient’s first contact with our
practice. This in many offices begins with the initial contact
on the phone. If a patient is immediately put on hold it is
like beginning off key, many times an unforgettable experience
for our, we now hope, future patient. Begin with a great
overture and the patient will feel that they have already
experienced of your practice.
The
musical score must continue through out their visits to our
office. People love great performances and tell their friends.
Unfortunately, poor or inconsistent performances have had
shows off Broadway in a hurry.
A
closing thought as we discuss the consistent flowing of the
musical score (tone) of our office. Both musicians and actors
have bad nights brought on by the life that happens off stage.
Professionals will help each other to insure that the
performance goes off smoothly. Personal problems can be felt
immediately by our patients. It is incumbent upon us as fellow
troupers to help each other out to insure that the show
(optimum patient experience) must go on.
Next time we go on to Act III.
Audience, Promotion, Reviews and Critics
Act III
Scene 1 The Audience
“Your audience gives you everything you need. They tell you.
There is no director who can direct you like an audience.”
Fanny Brice 1891-1951
Never treat your audience as customers, always as partners.”
James (Jimmy) Stewart (1908-1997)
Backstage, as the murmur of the crowd begins to fill the hall,
novice actors are tempted to peek through the curtain and
check out “the house” (audience). This is frowned upon by the
veterans because to them any audience is a great audience.
What are our expectations of our new patients and ourselves?
There is a maxim in show business that to be successful you
have to learn to “read the room”. Every audience is unique
just as every patient has their own individuality that they
bring to our office. It is our task to hone our interview and
listening skills so that they are nearly practiced
unconsciously. Accomplished actor’s can sense when they are
losing an audience. This loss of connection in the theater
leads to a short running show. In the dental office, loss of
connection results in a hesitancy and frustration and a
constant need for large numbers of new patients. It is
important to “check in” with our patients when we sense that
they are not entirely with us. A simple question such as;
Am I making sense to you? , can give of us a simple “read of
the room” that will let us know how effective we are with our
communication.
One of the wonderful aspects of a well run dental office is
that we are not in front of large groups of people at one
time. In most dental offices it is an audience of one. This
greatly alleviates the stress of ‘reading the room” However,
it also is unique in that if do not connect with that person
our entire audience could leave at intermission.
Scene II Promotion
"Nobody counts the number of ads you run; they just remember
the impression you make."
- William Bernbach
How did you hear about the last hit show that you wanted to
attend? The most likely answer is hidden in the previous
question. You probably heard about it.
To create a referral practice you must become one. I realize
that this may sound backwards but is really the most direct
and ethical way to become a close to 100% referral practice.
Simply act like the practice you want to be. Let your patients
know that you are or are becoming a referral practice and they
will help you achieve that future. Ask patients new to your
office how they heard about you. You will be surprised at the
large percentage that was directly or indirectly referred to
you due to word of mouth. This referral environment lends
itself to the natural act of asking for referrals. When is it
right time to ask for referrals? It is the right time when the
patient perceives high value that is exceeding their
expectations. This may be during the interview process, or
anytime after, especially at a post treatment conference.
There is time when an audience member leans over and says to
their partner “I can’t wait to tell (friend, family etc.)
about this show”. As the old vaudevillian said “the secret to
success is timing.” Recognize these opportune times in your
patients experience and you will benefit from their referral.
By encouraging the tradition of a referral practice, in a
surprisingly short time, you will become that which you have
acted.
Let’s leave Broadway and venture to another famous New York
City street... Madison Ave. This street has become synonymous
with marketing and advertising. The goal of most advertising
is to create a buzz over what you are providing your client.
That buzz is people talking to people or word of mouth.
Companies pay millions of dollars to create word of mouth. We
have the ability in dentistry to create a word of mouth
referral practice with out visiting Madison Avenue.
Scene III
Reviews and Critics
“Do what you feel in your heart to be right. You'll be
criticized anyway.”
Eleanor Roosevelt.
At the end of the opening night performance, the producers and
playwright wait in the lobby to catch the banter and response
of the audience as they leave the building. This is the first
and probably most accurate means of gathering critical
information on how the performance was received. We have the
same opportunity in our dental offices. This does, however,
require the dentist to accompany the patient to the front
desk. Because the dentist is in fact the producer and
playwright in one, they are best suited to witness the
patient’s response. In simple terms, to witness two things: A
smile on the patient’s face and a payment. These two
observations will tell you all you need to know about the
health of your practice. It also gives you material for what
you should celebrate or what you are going to work on in your
next rehearsal and cast (staff) meeting. So many offices spend
significant time and resources developing patient
questionnaires. These lose their effectiveness as time slips
by. There is nothing like being in the lobby with the
audience.
In the past, a few critics writing about the previous night’s
performances had tremendous power in making or breaking a
shows future. This has diminished some what because audience
response is now most important to the theater. Much too much
attention was given to a vocal few.
Most of us find that we spend the majority of our energy
attempting to accommodate a few vocal patients that may not
ever be satisfied. There comes a time when we must present a
performance that we know is sound, valuable and attracts an
audience that is comfortable with our staff, office and the
dentistry they receive there.
I trust that you have enjoyed our stroll down Broadway. Have
fun with this concept as it makes for lively staff meetings
(cast parties).
Break a leg!
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