What the attendees thought

2 12 2009

At the end of any event, the organizers want nothing more than to be able to look at one another and say, “Job well done.” At something like the Technology Fair, that means having a credible process, or having quality CE. However, there is no factor more important in measuring success for this type of venture than the reaction of dentists.

Over the past few days many dentists have sat in on the education sessions but, more importantly, many of them have gone on to ask questions at the booths outside the seminar and actually interact with the “Best of Class” Honorees and have the types of conversations that either moved the doctor a step along in his or her purchasing process, or, in some cases, led to an actual on-site purchase.

Here, we talk to two doctors who did buy from “Best of Class” Honorees

Marketing is a team effort

Dr. Firestone and his team.

Dr. Scott Firestone of Melville, New York, has been practicing dentistry since 1980 and has been utilizing the Pride Institute’s services for the last 17 years. That relationship with Pride was one of the initial things to “get him in the door” so to speak, for the Technology Fair. For him, the Pride “seal of approval” was good enough for him. The question was: Of the 11 products recognized, were any the right fit for his practice right now?

There was at least one emphatic yes. While Dr. Firestone and his team continued to ask probing questions about some of the other technologies on the floor, they were eager to speak with DPR about their decision to definitely integrate Sesame Communications’ suite of patient connection tools into their practice.

For 2010, marketing is going to be a huge effort for the practice and, rightly, Dr. Firestone sees this as something the entire team must push forward, not him alone. One way that plays out is in the team helping make the call on Sesame. “A dentist just can’t buy technology without staff involvement,” Dr. Firestone says. “They don’t like it if I come back from a meeting and say, ‘Look what I bought!’”

It is rare that the entire staff has the opportunity to not just read or hear about a product, but to actually see it in action and be able to ask their own questions. The Sesame booth in the Technology Fair space was able to accommodate all five team members and the doctor as they watched, questioned and imagined how this could be utilized back in Melville.

“It was so valuable to be able to see it in action and be able to ask questions about very specific topics that had caused issues with other similar products in the past,” staff member Cathy Sullivan offered.

“Seeing it here was much more helpful than just reading the literature,” Deborah Wischer, another staff member, agreed.

A traditionalist goes digital

Dr. Joann DeLeonibus

Dr. Joann DeLeonibus has a general practice in Brooklyn Heights, New York. In practice since 1980, Dr. DeLeonibus knew this was the year she wanted to make the move from film to digital radiography. In addition to some of her staff members having positive experiences in other practices with digital sensors, she knew it was time when patients started asking about the technology as well.

“I am very conservative when it comes to new technology,” Dr. DeLeonibus says with a smile. “I’m not the type to just jump on the bandwagon. I need to see that something is tried and true before I commit to it.”

Having spoken with colleagues about their experiences in the transition to digital radiography, Dr. DeLeonibus arrived at the Greater New York Meeting leaning towards a DEXIS sensor, but with two main internal hurdles to jump: First, she had lingering questions about image clarity — “I’m a fanatic about x-rays,” she says. “I need to be able to see incipient decay, not just big carious lesions. This is my tool.” — but also about her personal ability to master the digital process.

“My kids call me techno-amish,” she admits with a laugh, “So I knew that I wanted to walk away confident that if my staff was not in the office one day, I could take a digital radiograph all on my own.”

The cost was never an issue for Dr. DeLeonibus — the practice is doing well and the benefits for the patient and staff offered obvious ROI in her mind. At the end of the day, it was the ability to come in, sit down, watch a demo, have her questions answered regarding image quality and then try for herself was critical to Dr. DeLeonibus making the move from considering to purchasing.

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