Dental Schools Like My Book

The University of Alabama School of Dentistry (UAB) just bought a bunch of my books.  I am pleased they find it of use.  If they think it is pretty good, perhaps you should get your copy:
Dental School: Preparation, Survival and Success- available on Amazon. : http://www.amazon.com/gp/product/0615507891

Here I am with Dean Reddy:

Dental Schools Like My Book

Social Media, Everyone Is Doing It?

The most recent buzz in dentistry is Social Media.

I get all kinds of inquiries from dentists who want to know how to write a blog, how to set up a Facebook page.  They want the newest thing, they do not want to fall behind and loose market share.  Still, I think there is a problem.  First, there is the problem of over-saturation, of dilution; everyone’s doing it.  The second concern is that most dentists know dentistry, but they have no idea how to use the tools of Social Media.  They all have a web page, Facebook and Twitter accounts, but rely on someone else, or no one at all, to actualy run the pages, post the comments and photos because they have totally missed the point.  It’s a dead end for them.  It’s useless.

You know there was a time when almost no dentist even had a web page.  Advertising, as it existed just a few years ago was yellow page ads.  In my college economics class, before I was even in dentistry, I asked my professor about something I had noticed.  Some dentists were beginning to advertise.  It was frowned upon for dentists to advertise back then.  It was unprofessional.  Really, this was a pervasive attitude.  It was allowed, but you had to put all kinds of disclaimers in any announcement.  The only thing you were “allowed” to do was announcing the opening of your practice in the local paper and later on, your retirement.  Now, there were a few dentists back then who were beginning to put “ads” in the yellow pages.  These were fairly minimal things; a quarter of a page max.  These dentists enjoyed what you might expect from the increased visibility, an increase in business.

I asked my economics professor, what happens when more and more dentists advertise too.  You know,  just to keep up and compete?  He said the first adopters would reap the most bang for the buck.  Once it spread and most if not all were doing the same thing, the benefit would diminish.  Everyone would be back to square one, but with a higher monthly bill for advertising.

These days we do not advertise, we do “marketing”.  It’s more accepted to put your practice name out there on billboards, TV ads, etc.  There is a reduced stigma.  There is nothing wrong about telling people what you do and where you are located and educating people about your profession.  There is still a concern about deceiving the public, about presenting oneself as something you are not.  For instance, a general dentist saying he does braces is one thing, but saying or implying he is a specialist, an orthodontist, is unethical and in most states illegal.

So, what is the newest thing in marketing? -Social Media.  Dentists are being advised to not only have a webpage, but a business Facebook page, a locations page, a Twitter account and a Blog.  This is good as these are modern vehicles for not only information, but interaction and education. I love it. I started this blog in 2006 and had a Twitter account before most even had heard of it much less understood what it was.  Still, I wonder as more and more dentists get on the bandwagon of “Social Media” that a dilution effect will ensue.  This time perhaps not, at least for those who know how to actually use Social Media.  It is so sad that there are so many physicians and dentists who hire someone to establish their webpage, set up their blog and Facebook Page.  Then they just sit back and expect it all just to run itself like the yellow pages of old.  This is so off the mark.  You have to actually engage, interact, update and communicate on these sites.  It just doesn’t work without that level of energy, interaction, and caring.  You can’t take the Social out of Social Media.

So, Facebook, Twitter, videos, and blogs are all things that can help a practice grow and thrive in the 21st century.  The key is actually knowing how to use these new tools properly.

Social Media, Everyone Is Doing It?

10,000 HOURS Malcolm Gladwell, in his book “Outliers”

Malcolm Gladwell, in his book “Outliers”, puts forward a well researched observation regarding the topic of skill and mastery.  He states that it takes approximately 10,000 hours of concentrated activity to become a master or expert.  He gives examples of concert pianists, sports figures, computer programmers and even The Beatles, who spent many a weekend performing and refining their music and performance skills in clubs well before becoming known to the wider world.  How long is 10,000 hours?  Ten thousand hours comes to working 8 hours a day 5 days a week for at least 5 years.

How does this apply to dentistry?  The art and science of the dental profession certainly falls within the definition of something that is difficult and complex, not only intellectually in diagnosis, knowledge and assessment, but the use of physically demanding and precise surgical techniques.  While there is a certain amount of innate talent and certainly compassion involved, the true mastery takes a long time to develop.

In Pediatric Dentistry, it pretty much takes at least that long.  A new graduate knows a lot, but has not yet mastered the art of the profession.  In fact, in dentistry, we call it dental “practice” because you are really never done learning and improving.

I am humbled that, although I have gone well past the magic number of hours, I still am refining, learning, and relearning how to practice with a certain degree of mastery.  In fact, I think the rule for dealing with children (and their parents) on a daily basis should be closer to 20,000 hours, or maybe a lifetime!

So, if a dentist with many years of experience takes a look and says he is concerned or offers an opinion, you might be well advised to listen.

“Outliers” by Malcolm Gladwell :http://www.amazon.com/Outliers-Story-Success-Malcolm-Gladwell/dp/0316017930/ref=sr_1_1?ie=UTF8&qid=1330703736&sr=8-1

10,000 HOURS

Get Those Requirements

In my book, Dental School, I mentioned the trials and difficulties of the dental school experience.  One thing I would like to bring out more is the relentless pursuit of “Requirements.”  What do I mean?  Requirements are the need number of specific procedures you must accomplish to pass or to graduate.  These are things like a specific number of crowns, dentures, root canals, or two surface fillings you must complete.

It always seemed in my experience and in those with whom I talk to, that it was difficult to get these done in a reasonable time frame.  What if the patient you have acquired or been assigned needs three fillings, one root canal and one crown?  That’s great, but you need to do a periodontal surgery crown lengthening and a post and core buildup prior to the crown.  Moreover, the only thing you really need as far as requirements is the crown.  In some schools you have to get all the necessary work done on the patient, much like in the real world.  In some other situations, you may be able to have someone else do the root canal and surgery, then you do the crown, but that can take a while before you get it done.

The thing I want to emphasize is the drive to get the requirements.  It’s not always easy.  Some schools are having a more difficult time getting patients as more and more are treated by private practitioners.  I know some pediatric residents that do only one or two premed (sedation) cases prior to graduation.  In practice I do one or two sedation cases a day.  Experience is an important part of developing and perfecting a skill.  The more you do the more you know how to deal with the little variations in each case.  Requirements are just the way schools have of making sure a dental student gets at least some basic minimal experience before awarding a degree.

Get Those Requirements

Rising DAT scores

The DAT or Dental Admissions Test measures a dental school applicant’s potential for success based on performance in several academic disciplines.  Here is a graph of the rising competitiveness of scores in recent years:

I cannot emphasize more how competitive it is to get into dental school these days.  You must have very good grades and very good DAT scores.  After research and studying recent trends and speaking to Deans of dental schools, I can say with confidence that it is harder to get into dental school than medical school.  I have heard of someone saying, “If I don’t get into dental school, I can always fall back on medical school.” Wow, how times have changed.  In fact, even since I wrote my book and alluded to the increasing application/acceptance ratio to dental schools these days, there has been an increase in the number of applications for the limited slots available.  There is a rapidly rising number of applicants and the quality of those applicants is rising very rapidly as well.

Read more in my book: “Dental School: Preparation, Survival and Success”

Rising DAT scores