Buying technology the right way

Buying technology the right way
Story by Dr. Joe Blaes • Photography by Kurt Freund Images
For more on this topic, go to www.dentaleconomics.com
and search using the following key words: technology, CEREC,
practice philosophy, office flow, digital radiography.
T
his month we are featuring Dr. Kevin M. Morgester, a 1992 graduate of Southern Illinois University School of Dentistry. His office is representative of the majority of dental offices in this country.
Dr. Morgester returned to St. Louis to begin his dental
career as an associate. For two and a half years, he worked
in a high volume, managed care office and in a solo practitioner’s general practice. Neither practice would lead to
a partnership but they allowed him to make some money
and gain some speed while he looked for a practice to buy.
Those practices were a learning experience that helped
him decide how he would practice dentistry in the future.
He was able to develop his own philosophy and vision
based on his experiences and his value system. In January of 1995, he purchased the practice of Dr. Philip Messina, who was to become an associate and phase out of
the practice in three years. However, due to Parkinson’s
disease, Dr. Messina was able to practice for only three
months.
What seemed a disaster at first turned into a blessing
for both dentists. Dr. Messina was physically able to stay
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August 2009 | www.dentaleconomics.com
in the practice to introduce Dr. Morgester to his patients.
He would talk to everyone, glad hand, kiss babies, and do
whatever it took to help Kevin with the transition. Dr.
Messina enjoyed hobnobbing with the patients because
dentistry no longer got in the way. What started out as a
business ended as a friendship. Dr. Messina died in 2004,
and his patients still talk about him today.
Dr. Messina was way ahead of his time when he built
this 1,700 square foot office. A window wall in the treatment area looks out into a verdant garden alive with birds
that are attracted to strategically placed bird feeders. This
openness has a very calming effect on the patients.
Front row (left to right): Lisa Livingston, Justine Dawson, Tracy Edwards.
Back row (left to right): Dr. Kevin M. Morgester, Kathy Abbett, Pat Stoops,
Paula Shimel, Christy Burkley.
Buying technology the right way
Dr. Morgester’s philosophy is simple but profound:
“Do dentistry as best I can, as quickly as I can, with quality and comfort for my patients, staff, and myself, in a
pleasant atmosphere that is open and friendly.”
Dr. Morgester felt cramped by the original office design,
and with some fairly simple changes and some new equipment, the practice was able to serve everyone better. Dr.
Morgester wanted to open up the treatment area to make
the most of the view and have the feeling of being outside.
His plan was to maximize the small space in the treatment
area. When designing the new office space and evaluating
technology, Dr. Morgester and the team worked with their
local Patterson Dental branch to evaluate which equipment and technology were right for the practice.
Dr. Morgester’s philosophy when it comes to technology is that dentists should buy technology based on the
ability to increase production and to provide quality care
for the patient. He buys technology when it is right for
his practice and has found that each time he has not only
increased production but also net profit. He still has a
wish list that he hopes to fulfill.
The dental team was responsible for the selection of
the treatment room cabinets and the rear delivery units.
They worked out the details of location of the drawers
and doors within the cabinets to maximize movement in
and out and through the rooms. The team was responsible for the colors of the walls and cabinets. The result is
a fun place to work and a relaxed, comforting atmosphere
for the patients.
The unique feel comes from the use of the cabinets to
divide yet not to enclose. They were able to cleanly hide
the cables and wires for all of the technology. The design
makes the staff movement easy and convenient with less
wear and tear on people and equipment. Patients love the
modern look, the uncluttered, crisp lines, and the open,
nonclaustrophobic way the operatories work with the
windows and Mother Nature.
The office flow pattern is very simple. The patients’
entrance is on the right side of the building. The patients
are greeted and escorted to the treatment rooms for their
dentistry. When it is time to leave, they are escorted to
the other side of the office to check out at another desk
and exit the office by another door. The office team has
two full-time assistants, one part-time and two full-time
hygienists, and two full-time business assistants.
Optimal function of all equipment is achieved when
everyone embraces the new technology. The team was
hesitant when they changed from a scheduling book to
Patterson’s EagleSoft computer scheduling. With excellent training and customer support for equipment and
software, they were able to quickly integrate the technology into the practice. Everything since has been embraced with open minds; in fact, they are usually very excited when something new is proposed, and they love the
thrill of learning new things.
Kevin M. Morgester, DMD
510 Baxter Rd., Suite 1
Chesterfield, MO 63017
Phone: (636) 227-6500
Dr.
Morgester’s
new layout
(left) and old
layout (right)
www.dentaleconomics.com | August 2009
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Buying technology the right way
Dr. Morgester also feels that technology is not just bells
and whistles; it must produce a return on the investment
that was made. Many times that return is a saving of time
and money by a more efficient process. Digital radiographs
save both time and money by the fast imaging, by the elimination of darkroom square footage, by the elimination of
charts full of X-rays, and by the much easier sharing of
information when referring to specialists.
The CEREC is another example of a good ROI. This
technology produces a product
that requires no temporization,
no impressions, no second visit
for cementation, no rescheduling
for remakes, and no dental laboratory fee. But the biggest return
has been patients referring new
people because the office looks
awesome and uses the latest technology. Patients are fascinated
with the technology.
New patients sometimes come
because they can’t get a crown in
one day at their current dental office. One day Dr. Morgester had a
minor problem with the CEREC
monitor that could not be resolved the same day. He had
three patients scheduled for crowns and they were given
the option of a standard crown prep, temp, and two appointments, or rescheduling for a CEREC crown. They
all rescheduled! Kevin calls his CEREC an ATM.
Another example is use of the intraoral camera, which
is not billable, but is the most useful tool for case acceptance and insurance payment. Two things always come to
mind when discussing this technology: “Seeing is believing” and “A picture is worth a thousand words.” Dr. Morgester loves when his hygienist or assistant has a tooth that
needs help on the monitor screen when he comes into
the room.
In the words of Dr. Morgester: “Just do it! Renew your
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August 2009 | www.dentaleconomics.com
Dr. Kevin M. Morgester
office equipment checklist
Air Abrasion.............................WhisperJet KCP 1000 (ADT)
Autoclaves/sterilizers...................... Midmark M11 Ultraclave
Cabinets........................... (2) A-dec 5542 Center Consoles
(3) A-dec 5580 Rear Treatment Console
(5) A-dec 5531 Side Support Console
CAD/CAM..............................................................CEREC 3
Camera (Digital)................................... Gendex Accucam IV
Chairs.................................................. A-dec Cascade 1040
(2) Midmark Builtmore Classic
......................................................................... (2) Royal 16.
Cleaners, Ultrasonic....................................Biosonic UC100
Compressors, air............................AirTechniques Airstar 50
Computer Hardware..........Custom (Patterson for Eaglesoft)
Computer Software................................................ EagleSoft
Digital X-ray (Intraoral)..................................Schick Sensors
Digital X-ray (Panorex).............................. Schick CDRPanX
Digital Imaging Printer............................ HP Deskjet 990 cxi
Handpieces................................... Star 430k sw High Speed
W & H Slowspeed
Laser.......................Odyssey 2.4 G Diode (Ivoclar Vivadent)
Lights, Curing............................. SmartLite IQ (DENTSPLY)
Lights, Operating................................................ A-dec 6300
Patient Financing........................... CareCredit, Credit Cards
Scalers...............................................Turbo Sensor (Parkell)
Cavitron Prophy Jet (DENTSPLY)
Vacuum System......................... VacStar 50 (AirTechniques)
X-ray Units................................................Planmeca IXW 65
passion for dentistry. Technology works because patients
are more educated, and I feel that they expect digital, advanced, and modern technology. Some patients demand
it, which is why we have so many new patients based on
the CEREC. Buy technology as you can, a piece or two at
a time. Remodel with an eye toward the future. It is not
necessary to start from scratch and spend a lot of money.
Make a budget and stick to it. Plug in what you can when
you can.
“Keep moving forward. Talk to people like friends; be
upfront and honest with everyone. Communicate with
the patients, not just dental talk! Talk about their family,
kids, travel, cars, fishing trips … anything they are interested in. Listen and remember. Know patients by their
first names. We take photos of them for recognition. Fifty
percent of our patients call me by my first name.
“I could not do any of this without my talented team.
They are hard working, highly skilled, and know what to
do without instruction.
“NEVER QUIT LEARNING – there is no better investment than investing in yourself and your office!”