3DIC: Technology as a Marketing Tool

26 06 2010

Cindy Rothenberg, RDH

Marketing expert Cindy Rothenberg spoke on Technology as a Marketing Tool Friday morning at the 3-D Dental Imaging Congress.

At her post-podium interview, Ms. Rothenberg stressed the importance for those practices that have adopted cone beam CT technology to get the word out to their refering doctors, current patients and prospective paients. She explained that as technology has evolved, so to has marketing.

If you’ve added this great new technology, then wow people with the way you use it and make them aware of its capabilities. Instead of Yellow Pages ads and brochures, use emails and send PDFs of your great new images and diagnostics. Share the great technology you are now using and consider special offers on scans. Once referring docs and patients see their scans, new cases and case acceptance will increase.

So it’s great that you’ve added this modern technology, she says, but now you need to use some modern marketing methods to get the word out.


3DIC: Bringing Simplicity to Cone Beam Technology

26 06 2010

Dr. John Flucke, DPR Technology Editor

DPR Technology Editor Dr. John Flucke titled his presentation Friday “Scrabble & Alphabet Soup — Bringing Simplicity to Cone Beam Technology.”

At his post-podium interview Dr. Flucke said attendees showed great interest in liability issues, CAD/CAM,  and the future of dental technology. Just how close are we from working with virtual patients?

When asked about GPs’ concerns with liability, Dr. Flucke said he’s been down that path himself, but that once you learn how easy it is to get good at reading scans and how valuable the information is, that you realize the benefits of  3D data far outweigh any concerns you may have about making the switch from 2D.

“It’s something that really everyone should have for their practice,” he said.

3DIC: Why treat today’s patients with yesterday’s technology?

26 06 2010

Dr. Walter Chitwood

The biggest thing stopping most dentists from investing in CBCT technology is fear. And when it comes to listing those fears, Dr. Walter Chitwood has heard them all: Cost, liability, where am I going to put it, will staff learn it, will I see the ROI everyone keeps promising…and the list goes on.

He spent the morning trying to dispel those fears and put attendees’ minds at ease. From where he’s standing, cone beam technology has only improved the situation at his Murfreesboro, TN practice.

In our post-podium interview with Dr. Chitwood, he shared just how amazed he was with how patient flow and production have increased since acquiring his i-CAT.

“In my non-technology days, where we used primarily 2D images, models, etc., we had an initial treatment acceptance rate of 33%-35% and an ultimate acceptance rate of just over 50%. Now, with 3D technology, the initial acceptance is in the mid 50s and ultimate acceptance is over 70%,” he shared. “We’ve seen a huge increase in production in our practice in a year where a lot of other places were experiencing a slump. I didn’t gain more clinical expertise — I attribute the rise entirely to this technology.”

3DIC: Yes, we scan

26 06 2010

Dr. Terry Myers

In his presentation, Dr. Terry Myers discussed the variety of fields of view available—small, medium, full and extended—and how the perspective gained from each best suits the needs of specific specialties or the general practice. In our post-podium interview, Dr. Myers addressed the misperception that CBCT is only useful for dentists placing a high volume of implants. He acknowledged that when he was first looking into purchasing a CBCT unit, he thought it would be all about implants, but today, is amazed at how much he uses it with a variety of tasks.

Among the many questions that attendees shared—about insurance issues, narratives, etc.—one that stood out was the concern about the “burden” of reading scans and the liability associated with it — is it just too much work? Dr. Myers was quick to point out that the scans themselves are quick, but yes, each one needs to be read. In his practice, it takes roughly 15 to 20 minutes to go through each data set, and he generally takes time on quieter days—such as Fridays—to do that. For him, the process isn’t “burdensome,” especially considering how much information he has at the end.

The main take-away: “I don’t see how you can practice dentistry today or in the future without it,” he said.

Congress on 3-D Imaging kicks off

25 06 2010

The 4th International Congress on 3-D Dental Imaging kicked off Friday morning in beautiful La Jolla, Calif.

Henrik Roos, President of Danaher Imaging Group, told the attendees that it’s time to “take treatments to a higher level,” and added, “Digital 3D dentistry is the future.

The audience then split into two groups, with  i-CAT owners listening to Cindy Rotherberg, RDH, BS give a lecture on Marketing with Technology, while Dr. Terry Myers lectured on Fields of Views to a group on attendees interested in adding CBCT technology to thier practice.

Rotherberg stressed that practices that have added i-CAT technology to their offices make sure  to let everyone know. She said “Shout what you do” and even talked of offices throwing parties to let referring doctors know about the cone beam addition, and in many cases new users have offered free scans to attract doctors as well as possible implant patients.

Dr. Myers, meanwhile, demonstrated how third party software works with i-CAT systems and how easy cone beam technology is for practices to adopt. The Missouri dentist, whose practice is big into implants also covered ADA codes, practice server tips, radiographic guides, guided molar cases, and more.

Look for videos and more live updates from LaJolla this weekend.