{"id":6692,"date":"2015-08-19T16:19:30","date_gmt":"2015-08-19T06:19:30","guid":{"rendered":"https:\/\/www.bitemagazine.com.au\/?p=6692"},"modified":"2015-08-14T16:22:20","modified_gmt":"2015-08-14T06:22:20","slug":"working-it","status":"publish","type":"post","link":"https:\/\/www.bitemagazine.com.au\/working-it\/","title":{"rendered":"Working it"},"content":{"rendered":"<h4><a href=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-6693 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP.jpg\" alt=\"Woman brushing teeth holding toothbrush\" width=\"1024\" height=\"600\" data-srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-300x176.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-768x450.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-696x408.jpg 696w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-717x420.jpg 717w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-256x150.jpg 256w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-128x75.jpg 128w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-310x182.jpg 310w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-150x88.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" class=\"aligncenter size-full wp-image-6693 lazyload\" src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP.jpg\" alt=\"Woman brushing teeth holding toothbrush\" width=\"1024\" height=\"600\" srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-300x176.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-768x450.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-696x408.jpg 696w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-717x420.jpg 717w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-256x150.jpg 256w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-128x75.jpg 128w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-310x182.jpg 310w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2015\/08\/31581738_xxl_PP-150x88.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/a>Retailing\u2014to some, a grubby practice, but to more and more, a solid business move that helps not just the dentist, but the patient, too. By Natasha Paulini<\/h4>\n<p>Dr Harry Marget is a man who likes to embrace the new. \u201cI\u2019ve sold vitamins, minerals, electric toothbrushes\u2014pocket-sized branded ones, too\u2014mouthwash, fresh breath kits, cosmetic kits, T-shirts, caps \u2026 I even had a perfume made,\u201d he says. \u201cThat didn\u2019t go so well.\u201d<\/p>\n<p>For Dr Marget, it\u2019s a no-brainer. He has sold products through his practice, East Bentleigh Dental Group in Victoria, since starting it in 1972. \u201cSince day one, I always wanted to be a complete and total service, and I feel the only way I can offer that is for the patient to be able to get everything they need in the one place.\u201d<\/p>\n<p>It\u2019s a practice that makes clear business sense. Selling oral products to be used at home leverages not just a dentist\u2019s good work but also the relationship with the patient. And who is better equipped than a dentist to explain how best to keep that smile bright?<\/p><div class=\"bitem-article-desktop-720x300-in-text\" id=\"bitem-1396586406\"><!-- Bite 720x300 [async] -->\r\n<script type=\"text\/javascript\">if (!window.AdButler){(function(){var s = document.createElement(\"script\"); s.async = true; s.type = \"text\/javascript\";s.src = 'https:\/\/servedby.engagemedia.com.au\/app.js';var n = document.getElementsByTagName(\"script\")[0]; n.parentNode.insertBefore(s, n);}());}<\/script>\r\n<script type=\"text\/javascript\">\r\nvar AdButler = AdButler || {}; AdButler.ads = AdButler.ads || [];\r\nvar abkw = window.abkw || '';\r\nvar plc705185 = window.plc705185 || 0;\r\ndocument.write('<'+'div id=\"placement_705185_'+plc705185+'\"><\\\/'+'div>');\r\nAdButler.ads.push({handler: function(opt){ AdButler.register(165450, 705185, [720,300], 'placement_705185_'+opt.place, opt); }, opt: { place: plc705185++, keywords: abkw, domain: 'servedby.engagemedia.com.au', click:'CLICK_MACRO_PLACEHOLDER' }});\r\n<\/script><\/div>\n<p>\u201cThe benefit for us is that as we\u2019re dealing in oral hygiene products, there\u2019s a\u00a0certain level of education that\u2019s required,\u201d says Erik Leinius, marketing manager at TrollDental, distributor of TePe oral-hygiene products. \u201cThe range that we distribute or sell to dentists includes many specialist brushes and other oral hygiene devices, which require a bit of explaining in regards to technique. To ensure the products are being used efficiently, it\u2019s good to have that level of expertise. It works in our company\u2019s favour as people will then associate our product with high quality and a high degree of specialty.\u201d<\/p>\n<p>Most dentists typically on-sell standard oral-hygiene products such as floss, toothbrushes\u2014both electric and manual\u2014and mouthwash, which are often available elsewhere. But there are still advantages to stocking them in surgery.<\/p>\n<p>\u201cLike most of us, most patients are lazy\u2014or time poor,\u201d says Leinius. \u201cSo there\u2019s the main advantage of patient convenience and compliance; of the patient buying directly from the dentist the exact perfect tool to keep that implant clean and gums free from infection. And it\u2019s available the minute they stand up from the dental chair.\u201d<\/p>\n<p>Needless to say, Leinius would prefer for every dental practice to stock oral-hygiene products, but for him as much as for the dentists who do so, it\u2019s more than the bottom line. \u201cBy stocking in a pharmacy\u2014and especially in a supermarket\u2014there\u2019s not necessarily that person explaining how to\u00a0use it correctly, so a lot of people rely on the internet.\u201d<\/p>\n<p>Rather than reject consumers\u2019 obvious move to online, TrollDental has harnessed it. Its consumer website links back to the recommending dental clinic by awarding points or \u2018TrollDollars\u2019 for recommendations resulting in sales.<\/p>\n<p>\u201cThis is a twist on retailing in the dental clinics,\u201d says Rachael Rose, general manager of TrollDental, through which dental professionals recommend what they want their clients to use and order on the website, oralcare4u.com.au, with<br \/>\na discount code provided by the clinic. \u201cWe take care of sending the products for home delivery directly to the patient, and the dentist receives a percentage of the sale as TrollDollars. They can spend this on more product, effectively making a commission on the sales. Clinics can have a direct link to the webshop on their own websites, too. It is a great \u2018passive income\u2019 option for clinics who do not wish to retail but want to improve patient compliance by ensuring availability.\u201d<\/p>\n<p>When it comes to retailing, ease of use seems to be the key phrase. Dr Harminder Sian is the principal dentist of Dental Design\u2014the practice he has run in Sydney\u2019s Dee Why for 22 of his 26 years in the profession\u2014and says the ease in which patients can continue the best oral care possible is his driving factor.<\/p>\n<p>\u201cBasically, we felt it was important that we recommend <i>and<\/i> supply there and then to the patient. As a dentist, you just want to make sure you\u2019re doing the right thing by the patient. If you\u2019re recommending a particular type of toothbrush or floss or mouthwash, the patient can start using it straight away, immediately combatting any problems that might occur.\u201d<\/p>\n<p>In Dr Sian\u2019s practice, interproximal aid products are particularly popular: Reach Access Flosser, Piksters and Tooth Mousse\u2014the type of products patients don\u2019t think of buying in the supermarket. \u201cThey\u2019re things you can get from the chemist, but we often have people pop in\u00a0because they\u2019ve run out,\u201d he says.<\/p>\n<p>The next level is what Dr Sian describes as prescription-based products. \u201cAntibacterial chlorhexidin mouthwashes, teeth-whitening kits\u2014these products are prescribed. Legally, the types of materials we are giving out is like a prescription drug, so we have to make sure the patient\u2019s mouth is healthy enough to use them.\u201d<\/p>\n<p>On the front line are, of course, the hygienists whose close relationship with patients, particularly on the cleaning<br \/>\nand maintenance front, are crucial to<br \/>\na surgery\u2019s retail success.<\/p>\n<p>\u201cPatients are really motivated when seeing the hygienist, so they\u2019re up for buying products straight away,\u201d says Dr Sian. \u201cDentists can\u2019t go into the depths of cleaning; that one-hour hygienist appointment affords hygienists plenty of time to understand what people are doing, and even correcting technique. Spending that time, explaining it the way they do, motivates patients to take better care of their teeth.\u201d<\/p>\n<p>Leinius seconds Dr Sian: \u201cHygienists are considered a sales force in themselves. They teach how and when to use the product, and we try and support that as much as we can with free samples, education products, and even commissions in some cases.\u201d<\/p>\n<p>That said, there\u2019s a long way to go before surgeries resemble dental shop fronts. In the profession, there is still plenty of resistance.<\/p>\n<p>\u201cSome feel it\u2019s too much hassle to do the books,\u201d admits Leinius. \u201cIt does require a bit of labour: displaying the products, pricing, ordering and stocktaking. And every minute spent on that could be spent on another patient.\u201d<\/p>\n<p>Pricing can be a particularly tricky thing to manoeuvre, especially if dentists themselves are not receiving products at cost. \u201cWe would sell more electric toothbrushes if we got a better deal on them\u2014The Shaver Shop sells them for less than we do,\u201d says Dr Sian. \u201cI don\u2019t want to make any money; I just want the hygienist to actually show patients how to use it. It\u2019s a product that\u2019s only effective if you use it the right way.\u201d<\/p>\n<p>To the naysayers, Dr Marget has only one thing to say: you don\u2019t know until you try it. \u201cI wouldn\u2019t be without it. If I could have another 59 products I would! I\u2019m<br \/>\na dental professional, but I\u2019m a business first. What most dentists know is how to be a dentist\u2014filling, cleaning, extracting. What patients really want after you\u2019ve talked to them for an hour about how to clean their teeth is for you to say, \u2018Here\u2019s an electric toothbrush\u2019.\u201d<\/p>\n<p>What\u2019s next? \u201cDentists giving botox is\u00a0the next thing, I think,\u201d says Dr Sian. \u201cIt\u2019s already big in the UK.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Retailing\u2014to some, a grubby practice, but to more and more, a solid business move that helps not just the dentist, but the patient, too. By Natasha Paulini Dr Harry Marget is a man who likes to embrace the new. \u201cI\u2019ve sold vitamins, minerals, electric toothbrushes\u2014pocket-sized branded ones, too\u2014mouthwash, fresh breath kits, cosmetic kits, T-shirts, caps [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":6693,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[691],"tags":[491,1926,1048,1925],"class_list":{"0":"post-6692","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-your-business","8":"tag-dental-products","9":"tag-dental-retail","10":"tag-practice-management","11":"tag-retailing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - 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