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July 29, 2009 | dentalproductsreport.com Does franchise dentistry make sense in this economy? Looking beyond the traditional independent practitioner model.  Photo courtesy of McDonald's. For more information on McDonald's visit: mcdonalds.com It’s difficult to discuss dental franchises or corporately managed dental practices without inciting passionate opinions from all sides. The independent, sole practitioner model seems so ingrained in the dental industry psyche that those offering alternative models are often subject to, at worst, demonization as dental “mills” focused on profits instead of patients. There have been articles written to air the dirty laundry of both sides. The question here is not whether franchise or corporate dentistry is a superior model, but rather, is it a more attractive option than even a year ago because of the impact — real or perceived — of the recession on the dental practice. Cost savings “We are an advocate for the dentist. We have an R&D department that evaluates products to see what works best for the needs of the dental office and then, when we choose one, for example, a digital sensor, we get a deal. We know what works and we get the best pricing on a product. It can be as simple as negotiating volume pricing for dental supplies or testing and sourcing various dental laboratories,” Dr. Rick Workman, founder and CEO of Heartland Dental Care, a dental practice management company working with more than 250 dental practices in 14 states, explained. “We make sure people don’t get ripped off.” Similarly, Pacific Dental Services, working with 195 dental practices in 5 states, helps practices invest in new technologies that are cost-efficient and help save valuable time over the course of the day, as well as helping new doctors with site selection and lease negotiation. That negotiating power can go beyond products as well to include a major issue for many dentists: Insurance. “Heartland doctors receive a fair payment for their services, often above what the solo practitioner across the street would receive,” Dr. Workman said. “If, as a single practitioner you’re forced to accept low fees or have to turn down certain insurance, that hurts the patients. The individual dentist is at an extreme disadvantage.” Another way this structure can help cut down costs is by centralizing administrative work such as human resources, payroll, accounts payable/receivable and marketing. Dazzle Dental, for example, is a franchise opportunity created around the idea that dentists should be dentists, focused on matching business professionals, trained in the field of practice management, with highly skilled, carefully selected dental practitioners. “Our dentist have total say in all dental issues — we’re not there to dictate how they should diagnose or what treatments they should offer. We’re there to support the dentist and try to make treatment affordable to patients,” Steven Krolak, President of Dazzle Dental, made clear. “Our goal is to provide an environment where the dentist can see patients instead of dedicating one or two days a week to paperwork. Our marketing department goes out and delivers the patients and our dental staff can focus on providing the best possible care.” Lastly, dental franchising and corporate-run practices can provide dentists nearing retirement age flexibility in the way they transition out of regular practice. “Today, the reality is that even if you have a highly successful dental practice, it is extraordinarily difficult for a buyer to get financing. But bigger groups, such as Heartland, are preapproved,” Dr. Workman said. “Consider dentists of a certain age who want to sell. You can sell and walk away — the new buyer has to get in there and help pay for the mortgage. With Heartland, you can sell, take the money, and stay on to figure out over the next 3 to 5 years what you want to work on when you retire. We allow dentists to phase out while doing frontline dentistry. They get to enjoy their career without management headaches. It is common for me to hear from our dentists that it is the most enjoyable time of their career and they wish they had done it sooner.” CONTINUED ON NEXT PAGE
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