Biofilm is not just a clinical issue; it’s a business one. Its effective management can drive better patient outcomes – and practice growth. Claire-Louise Berry shares her blueprint for success.
The success of a private practice hinges on the quality of each patient journey. A seamless, engaging experience at every stage is vital for growth – and retaining these patients and encouraging referrals are critical. However, I also believe that enhancing our patients’ understanding of biofilm and the oral-systemic connection is vital in driving any positive transformation.
By integrating proactive biofilm management and general health screenings into routine hygiene appointments, practices can enhance outcomes to create long-term patient relationships while ensuring a robust business model.
The benefits are manifold – a healthier patient base well-suited to aesthetic dental treatments equals a more profitable, ethically driven dental business. Adopting this new approach can quickly distinguish a private practice from its competitors.
Ignore biofilm at your peril
Biofilms, composed of pathogenic bacteria, play a central role in dental diseases like caries, gingivitis and periodontitis and contribute to systemic issues, including cardiovascular disease, diabetes and adverse pregnancy outcomes. Neglecting biofilm control escalates dental issues, turning minor cavities into root canals or gingivitis into periodontitis, requiring costly interventions.
If biofilm control is suboptimal, we should schedule frequent recall appointments to restore the patient’s health rather than adhering to three- or six-month intervals. Failing to prioritise healthy endpoints means we risk perpetuating disease. While patients do play a role in outcomes, we set them up for failure if we expect significant change with infrequent appointments.
‘Ethical profitisation’ involves successfully treating periodontitis and driving meaningful patient behaviour change. It requires high skill and dedication, which cannot be accomplished within a 20- or 30-minute appointment. Practices must realise the vital role of the hygiene department in elevating its overall quality of care. When the value is right, cost becomes irrelevant.
Of course, there is also a loss of trust and reputation. Poor management might risk treatment failures and patient dissatisfaction. Complications arising from suboptimal oral health and poor biofilm control may lead to complaints, further affecting reputation.
Therefore, a streamlined hygiene experience boosts confidence in the team, patient volume and successful outcomes throughout the practice. Efficient booking and attentive service encourage patients to choose (and recommend) your practice, creating higher revenue from essential and elective treatments.
Change mindset
Changing the mindset and language of the entire dental practice team is essential in supporting this new and profitable model. A unified approach drives financial success, enhances patient care and strengthens team cohesion.
To transition from a reactive to a promotional care model, education and early detection should be prioritised over merely addressing problems. This mindset shift requires changing the language from ‘reactive care’ to a more preventive and proactive ‘oral health optimisation’ model.
This patient-centred approach also creates a more personalised experience than what can feel like a transactional interaction. Enhancing communication and collaboration among team members ensures everyone is on the same page.
Staff should be encouraged to recognise their role in delivering care that ensures profitability without compromising care quality. Regular ‘practice growth’ discussions can help motivate the team.
Promoting continuous improvement also supports staff and encourages them to seek innovative solutions and openly discuss potential enhancements, fostering an adaptable workplace culture. This shift – from selling to educating – empowers patients to make informed decisions about their oral health, further enhancing trust.
Ten ways to make hygiene profitable
- Emphasise preventive care. Preventive services like biofilm management, patient education and early screenings will foster trust, promote oral health and ensure ongoing patient visits with less invasive, cost-effective treatments
- Rethink scheduling. Expanding appointment times for quality care and zoning the diary to ensure availability ensures all patients are able to attend for lifelong care. Grow the team as the diaries get full, rather than squeezing appointment times
- Make hygienists your ‘patient hero’. With ample appointment times, hygienists can build trust and loyalty by providing empathetic care. Ensure patients are always assigned to the same hygienist to foster familiarity and improve retention
- Expand your services. Invest and equip the hygiene department with the tools and training to provide advanced periodontal care. These higher-value services can increase the department’s revenue potential. Hygienists can offer additional services such as tooth whitening, desensitisation treatments, health screening and nutritional counselling. These add value while driving incremental revenue for the practice
- Integrate hygienists into treatment plans. Hygienists can identify and discuss potential issues with patients before the examination, saving valuable time. They can also encourage patients to commit to oral health before, during and after treatment to support long-lasting results
- Invest in continuing education. Encourage hygienists to pursue ongoing education to provide the best (and latest) periodontal care, enhancing department leadership and ethical profitability. This also allows the hygienist to develop and grow the department, adding their own value to the practice mission
- Put patients at the heart of hygiene care. Individualised care plans based on specific patient needs emphasise long-term health focus. Hygienists need time to educate patients on risk factors that benefit the practice’s bottom line. A welcoming, tailored experience will improve satisfaction
- Optimisation before restoration. Treat the hygienist as a gatekeeper for treatment. Once oral health is optimised, the hygienist can refer back to other clinicians to advance the patient’s treatment plan. This improves outcomes and longevity. It’s a win-win: patients are healthier, treatments are performed ethically, outcomes are optimised – and the practice benefits from ethical profitisation
- Leverage technology. Equip the hygiene department with tools like intraoral cameras to help patients visualise and understand their oral health, improving compliance. Use patient portals for follow-up, reminders, and hygiene tips, keeping patients engaged in oral health
- Boost patient retention. Enhance word-of-mouth referrals by engaging patients consistently through regular, proactive communication like appointment reminders and helpful health tips, keeping your practice in mind. Strengthen your reputation with exceptional hygiene standards to boost patient retention and encourage referrals, making your practice a trusted choice for new patients.
Diversify hygiene offerings
General health screenings are often a significant and frequently overlooked component of dentistry’s preventive and oral health optimisation approach.
With an ever-growing understanding of the oral-systemic link, integrating general health screenings into dental care will enhance the overall experience to give patients a more holistic understanding of their health.
Regular health screenings, including blood pressure and glucose tests, will identify risk factors and facilitate early intervention.
Patients with chronic conditions, in particular, will benefit from coordinated care between dental and medical providers. Such an integrated approach demonstrates a commitment to patients’ health and can attract new patients seeking comprehensive care, opening up new revenue streams.
By acknowledging the oral-systemic connection, dental practices can identify and manage systemic diseases early, prevent potential health complications and deliver more personalised, patient-centred care. This improves outcomes, builds trust and fosters long-term relationships that contribute to a more ethically sustainable practice.
A dental practice will enjoy enhanced revenue stability by aligning patient experiences with business objectives and prioritising lasting relationships over one-time transactions, positioning it for success in patient care and business growth.
Next month: core strategies for successfully marketing this ethical and profitable oral health concept.
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