So, here are the Seven Deadly Sins of Buying Technology from someone who has been there, is still there and has just about every technology available today. I have either manufactured it, distributed it, owned it or have used it clinically. There are very few dentists out there who can make that claim. I hope that this brief paper helps some of you before you make one of these sins….if it does I have done my job.
The Sin of Buying Too Early
OK. I certainly have been guilty of this one. There are a group of dentists, well people in general, known as early adopters. We, as a group, need to buy everything before it hits the shelves. We have a deep down physical need to have that gizmo before anyone else whether we need it or not. Well, for the most part this has been OK. I, as a techie, enjoy just having the technology. I enjoy finding answers to early on problems that still have not been diagnosed by the manufacturer and certainly no answer yet exists. But, for those of you who become frustrated by lack of support, lack of documentation, unmet promises etc. I would suggest that you wait until techies like me use, test and fix these new technologies. Wait for Version 2.
The Sin of Buying Too Late
The next sin, not necessarily in a
The Sin of Buying Too Little
Now this sin has two faces. Buying too little can mean not buying enough of any one technology. For example, buying a new computer with a small hard drive is probably an error. You can buy memory real cheap these days and you certainly will use it. Buying too little will just mean that you will be buying more later.
Buying too little can also mean buying too little can mean not buying enough technology for your office. You need to think about your needs and the needs of your patients. If you have ten treatment rooms and see patients in each one every hour, one intraoral camera just ain’t enough. If you have five dentists and three hygienists, well, one digital sensor is not going to be useful and will just cause fights between dentists and hygienists. Fights the dentist will never win.
The Sin of Buying Too Much
Well, if you can buy too little, you can certainly buy too much. Now, if my staff is reading this I always say I’d rather have too much than too little. This usually relates to mixing of cements where I would rather have more cement than not enough.. With technology, the costs are quite different. With overheads what they are we need to spend our dollars wisely. You need to find a fair mix between the correct technologies, the correct amount of that technology at the right price
With expensive technology the old adage, if a little is good, more is better just doesn’t work. Besides the cost, when you buy too much you tend to get overwhelmed. With this feeling comes the problem of avoidance. If things are overwhelming we tend to avoid using the technology and that is just wasteful.
A perfect case in point is now happening in my own office. I have waited, not typical for me, and am now purchasing a digital panoramic x-ray. I did my research and decided to buy a certain unit. The company also offers a bite wing attachment at almost twice the cost. Worth it, well not for me. Just too much. I can totally justify purchasing a panoramic x-ray due to the return on that investment, the increased diagnostics and the perception of excellence. I cannot justify twice the cost for those benefits. Sorry manufacturer, but no sale on the bitewing attachment!
The Sin of Not Using
This is probably the most important sin and should have been on the top of the list. But when writing this it just came out at this spot. As a practicing dentist, I know how hard it is to make the money we earn and we need to be sure that if we are going to invest in anything, we need to make sure to use it. This not only mean the dentist, but as the leader, the dentist needs to be sure that his staff is on board. That they understand the investment and that they too are part of the team. They must feel ownership of this new technology and help to bring it on board. Staff, in general, tends to be scared, intimidated, afraid of new technology. The status quo is just easier and more comfortable.
Introducing new technology should be a major part of the purchase and obtaining the help from the manufacturer/distributor should be part of the deal. Just dropping off technology without so much as an introduction is just not fair. If the product is costly or complicated or both, then training should be available and offered even if at an additional cost.
The Sin of Not Learning
Similar to the sin of not using is the sin of not learning. Once you purchase and receive your equipment you need sit down, unfortunately read the manuals and learn the technology. Too many dentists just open the box and forge ahead. Then, when things break or don’t work as they want, they call tech support and expect a miracle. My suggestion and I know as a man this violates our ethics, you need to read the manuals. If there is no manual, no instructions on use, then don’t buy the technology.
The Sin of Excessive Expectation
Finally, the sin of excessive expectation. Technology just doesn’t sell dentistry. That’s a fact. We, as dentists and staff, are impressed by the hole in the lower left second molar, but many patients just think its ugly stuff and prefer never to see it. Digital x-rays are very cool but to think that they will sell a major case is, in my opinion, wishful thinking.
What technology really does is show that you are staying up with the latest and greatest. It shows a desire to learn and stay in touch with what’s new in your profession. It’s all about perception.
Now with that in mind I am not saying that intraoral cameras, digital x-rays, patient education programs etc do not have a “role” in sales. They do support sales but they do not sell the dentistry. The dentistry is sold starting when the patient enters your office, probably when they first make their introductory call to your office. The dentistry is sold by the relationship you develop with your patients; the relationship your staff develops as your representatives. It is the perception that the patient is in the right place, that you care about their wants, needs and comfort and that they are safe in your hands. Technology supports those decisions.
If you buy a piece of technology and expect your practice to go through the roof you’re just going to be disappointed. You buy technology to enhance diagnostics, to increase communication and to increase productivity. Make sure you buy for the right reason, buy the right technology, buy what you need no more no less, don’t expect too much and make sure to use what you buy efficiently.
Dr. Cary Ganz graduated from N.Y.U. College of Dentistry in 1970 and received his Prosthodontic credentials from Kingsbrook Jewish Medical Center in 1973. Until recently he was Co-Chief of Implant Dentistry and the Implant Fellowship Program at North Shore University Hospital – Long Island Jewish Medical Center. From 1998 - 2001 Dr. Ganz was an owner and Vice President of Dexis Digital Radiography and has been involved in this technology for over 15 years.
Dr. Ganz has written numerous articles and has lectured nationally and internationally on a variety of topics including Cosmetic Dentistry, Implant Prosthodontics, lasers, advanced dental technologies and the Internet. He is on the advisory board and consultant to several dental manufacturers and is Vice President of Clinical Affairs for PlanetDDS, manufacturer and distributor of Denticon Practice Management Software and DentiRay, digital x-ray system for Dentistry.
Dr. Ganz maintains an active private Prosthodontic practice with special emphasis on Cosmetic Dentistry in Garden City, N.Y.
Over 10 years ago Dr. Ganz decided to change this practice from a traditional Prosthetic/General Dental practice to a boutique, dental spa. He no longer wanted to hear the moans and groans of patients who found their dental visit something to dread. Instead, he searched for a way to minimize this anxiety and to instead, increase the pleasurable aspects of the time spent in his office. To that end he started the Spa Experience.
The next step in this journey involved the creation of a line of Dental Spa Cosmetics and additional ancillary products that can be used before, during and after a dental visit to enhance the patient experience. Knowing that most dental patients are women, he created with the help of a skilled cosmetologist, a line of cosmetic products that can improve the skin, repair the damage caused by the environment and in general just feel good. He was surprised to find that men liked this kind of personal treatment as well.
