Estimated reading time: 5 minutes
A shared passion for everything dental saw two friends start a consultancy business that helps practices thrive. By Frank Leggett
Julie Parker and Ameena Basile run Dental Business Mastery, one of Australia’s leading dental business coaching and training companies. They share similar backgrounds, starting their careers as dental assistants, then moving on to become receptionists and finally practice managers. Parker was the first non-dentist practice owner in Australia, running Dendy Village Dental in Brighton, Victoria, from 2003 to 2013.
Their fascination and passion for the dental profession saw them start individual dental consulting firms. When Basile reached out to Parker about a possible collaboration, her upbeat, can-do attitude was equally matched by Parker’s. From this meeting, Dental Business Mastery was born; not only coaching and training dentists but allied staff as well.
Julie Parker
“When I sold my dental practice in 2013 to become a management consultant, I thought I knew everything about running practices. I didn’t, of course, but I learned quickly. When Ameena reached out to me about a collaboration, I had been a consultant for five years. She shared a similar career path to myself and was also working as a consultant. From our first meeting, we got on like a house on fire and I still love her wicked sense of humour. We started Dental Business Mastery in 2018. Then COVID hit in 2020.
“During the lockdowns, we lost most of our business so we started an online course for dental practice managers. At that time, this was a first in Australia and it went gangbusters. It funded us through the entire COVID period.
“Ameena and I love mentoring for the positive impact. Helping someone be successful is not an ego-driven thing—it feels like the way the universe should work. I believe all of us have a desire to contribute to other people. Whenever you do, you’re doing the right thing, but also feeding yourself in some way.
When Ameena reached out to me about a collaboration, I had been a consultant for five years. She shared a similar career path to myself and was also working as a consultant. From our first meeting, we got on like a house on fire.
Julie Parker, co-founder, Dental Business Mastery
“Ameena and I bring different skills and different approaches to the business but we agree on the fundamentals. All practices should be patient-centric and maintain as much control over their business as possible. We offer a light-hearted approach with learning and growing motivated by measurable progress.
“Ameena and I don’t have conflicts. We talk everything out so resentment never builds. We value each other as human beings much more than the business. The best thing about working with Ameena is having an incisive person with whom to collaborate. I really appreciate having another opinion to consider and someone to bounce ideas off.
“The dental profession in Australia is doing well. Anyone considering starting or buying a practice will get a good return on investment. To create a thriving business, however, it’s essential to run a patient-centric practice. If you put the patient first, they will continue to return. Some of the most successful practices with which we’ve dealt hardly even have an online presence. All their business is from returning clients and word of mouth.
“People attracted to dental surgery work—be it clinician, dental assistant, receptionist or practice manager—are there because they like caring for people. Keeping the patient at the centre of all you do engenders real commitment from staff, leads to happy clients and creates an enjoyable place to work.”
Ameena Basile
“Like Julie, I worked as a dental assistant, receptionist and practice manager. My father was a dedicated country GP who worked around the clock. He died broke when I was 21. This was when I realised intelligent people with good careers are not necessarily business minded. I studied accounting and practice management and began working as a business consultant and mentor, using my skills to grow dental practices.
“In 2016, I first contacted Julie. She had been consulting for a while and was quite well known. I wanted to work with her in any capacity—collaboration, mentorship, anything. We caught up for a coffee and just gelled. We worked together on various projects, culminating in organising a three-day conference in Melbourne. In 2018, we started Dental Business Mastery, developing our practice management course to get us through COVID.
“Julie and I recognised that, like us, staff often move up through the ranks and end up in the practice manager position with no formal training. Often, it’s just learning by doing. I completed a diploma of practice management, but it wasn’t dentistry specific. The course that Julie and I developed was the first dental-specific practice management course in Australia.
Partnerships like ours can lead to confrontation but Julie and I see eye to eye on most things. We’re completely frank and honest with each other so it’s more about having a conversation than butting heads.
Ameena Basile, co-founder, Dental Business Mastery
“What I have found eye-opening is how little dentists frequently know about business. It reminds me of my father. When we take on a business as a client, Julie and I complement each other’s skill sets. Julie’s passionate about team training and is a brilliant speaker and presenter. I love crunching numbers. After putting systems and processes in place, it’s gratifying to see the positive impact on the bottom line.
“Partnerships like ours can lead to confrontation but Julie and I see eye to eye on most things. We’re completely frank and honest with each other so it’s more about having a conversation than butting heads. We tend to just spill our guts and that works for us.
“Presently, Australian dentistry is much more competitive than it was 20 years ago. It’s more difficult to be profitable as running costs have increased dramatically. Each dental practice is like operating a mini-hospital without Medicare funding. Owners need to work smarter and be more knowledgeable of all their options. You need to set yourself apart from other clinics and from multi-practice corporations. Simply put, comprehensive care is the foundation of a successful dental practice. Add that to a well-trained and engaged staff and you have a winning combination.”
