The many hats associated with the role of dental office manager are worn in many different ways. Some practices have full-time positions dedicated to the role, some dentists serve in that position for their practices and some offices split up the responsibilities. No matter who serves as office manager in your practice, though, there are helpful hints that can give you some ideas on how to manage your office. Patterson Today recently chatted with two office managers who carry out their duties in very different ways, but have great ideas on the subject.

Robyn Rossetter, business administrator for Dr. Keo’s Amazing Smiles of Merritt Island, Fla., has worked in dentistry for more than 35 years, the last 13 of which have been with Duongvannak Keo, DMD, PA. The American Association of Dental Office Managers (AADOM) named Rossetter the Dental Office Manager of the Year for 2011.

Dr. Wes Booker handles the office manager responsibilities at his practice, Dental Designs of Owensboro (Ky.). Dr. Booker is a member of the American Dental Association (ADA), the Kentucky Dental Association, the American Academy of Cosmetic Dentistry (AACD), the Academy of General Dentistry and the Academy of Comprehensive Esthetics (ACE).

PT:What are some of your duties as office manager?

Robyn Rossetter:Like anyone who fulfills the office manager role in a dental practice, I shoulder a lot of responsibility. I work marketing, charitable events and annual PPO fee negotiations. I schedule and keep apprised of continuing education for our team, as well as the business side: payroll, tax deposits, 401(k) investments and accounts payable. Finally, I also perform the human resource duties that encompass interviewing, hiring, health insurance and other benefits.

PT:What is your office management philosophy?

Wes Booker:Our office management philosophy concentrates on the concept of “team.” I believe that in managing our office, we should each expect the most out of one another. We support and encourage each other to strive to improve our skills so that we can better serve our patients and advance the practice growth at the same time.

PT:What is your practice philosophy?

RR:Our practice is committed to providing a lifetime of optimum oral health to our patients and striving to foster patient relationships based on mutual trust, excellent customer service and the best patient care available. Our patients are at ease knowing that their treatment will be administered with a sense of caring, comfort and affordability and that we will not rest until they are satisfied with their Amazing Smile, just like our name suggests!

PT:Offer some tips on creating a team atmosphere among the staff.

WB:To create a team atmosphere, we try to work together on a daily basis to be prepared for each patient. Every morning we have team huddles to review the patients for that day. This allows the entire team to be aware of who is in the office and what procedures are being performed on that patient. It also allows us to help make that patient’s visit as comfortable and easy as possible.

PT:How do you market the practice to patients and potential patients in your community?

WB:We market our practice in a variety of ways. For one, with current patients, we invite them to refer us to friends and co-workers. We also send out gift cards to patients who refer new patients and we work to be present in the community by sponsoring and supporting many programs, clubs and sports teams. We use Facebook and Twitter to offer promotions to our patients. These social networking sites help drive traffic to our practice website. The newspaper is another effective tool for advertising and promotions.

PT:Do you have a referral program for your practice?

RR:We ask for referrals, and we make it very clear that we have a lot to offer new patients. Statistics consistently show that your practice can increase by 65 percent by asking existing patients for referrals. And, it's free!

PT:What’s your most indispensible piece of equipment or technology?

WB:Our Patterson Eaglesoft practice management software is by far our most indispensable piece of equipment. It is the center of everything in our practice.

PT:What service or tool from Patterson plays the biggest role in enhancing the way you practice dentistry?

RR:Patterson Office Supplies has an amazing design team that creates our identity. They’re fast and friendly every time and that is a service we greatly value.

PT:How do you build a team attitude in and outside of the office?

RR:I ask everyone from time to time to force themselves to pause and take inventory of our commitments – whether it involves family, friends, hobbies or health. Then I ask them to take that same passion and apply it towards our patients. Our team atmosphere is developed at so many levels, from something as small as a quiet prayer for someone with a heavy heart to exciting travels together for recreation and continuing education. We plan holiday celebrations, which may include a day at the spa and a catered dinner party in a ballroom setting, to shopping for food and clothes for a homeless family. It involves this and so much more. Our team is kind, compassionate and hard working, and they make being an office manager a pleasure.

Dental Designs of Owensboro and Dr. Keo’s Amazing Smiles both have used referrals for ground-level marketing to boost their practices. There are several other ways to market your practice, too.

Consider these steps:

If you don’t have one, start a referral program. One of the most powerful marketing tools is word-of-mouth. Take advantage of it.

Display signs and posters. Alert patients of your referral program or the dental procedures you offer.

Ask for and use testimonials. When your satisfied patients express their appreciation, have them sign a form to allow you to use it in your marketing materials.

Produce a practice brochure. Educate patients about the advantage of your practice over others. List your services, hours, doctors and staff.

Create marketing events. Plan events to celebrate practice anniversaries, moving to a new location, adding a new partner or for Oral Health Week. Send press releases to local media outlets.

Start a practice newsletter. Update your patients about services, information, events and success stories.

Develop your website. Your website is often the first impression of your practice, so be sure your image is accurately reflected on your website.

Use social networking. Start a business page for your practice on LinkedIn, Facebook and Twitter. Update them regularly to get the most out of your endeavors.

Promote dental procedures and special equipment. Suggest to your patients other services such as teeth whitening or new digital capabilities.