PracticeManagement

Complete

Emerging Technologies’Perspective

Inside This Issue

Last month I spoke with a long time Ortho2 customer

who needed to replace his tired, out of warranty Windows

2003 SQL server. He asked me to review two bids he was

considering for its replacement. The first bid was $12,500

for a new RAID server, SQL software licensing, backup unit,

installation and data transfer. The second one was $14,000

for a smaller, rack mounted unit. When he asked me which

server he should buy, I quickly responded, “Neither!”

Server and PC sales have been on the decline for many years now as the world

moves to smartphones and tablets for most of their computing needs. During

the same period, adoption rates to cloud computing in healthcare have escalated

significantly, primarily due to the demand for increased availability and security

of health records, cost reductions, and improved Internet infrastructure. A recent

survey by HIMSS (Health Information Management Systems Society) estimated that

83% of healthcare companies are utilizing cloud computing. For the customer above

and many other Ortho2 clients, a move to our cloud-based Edge product can save

on both up front and long term costs, as well as providing several other key benefits.

Here are the top five reasons you should consider a migration to the Edge Cloud

rather purchasing yet another big, expensive server:

1. Decreased Costs – The Edge Cloud can reduce expenses in several key areas.

This is especially true over the long run by eliminating pricey servers, Microsoft

SQL, and other server software and updates, as well decreasing ongoing IT/

maintenance costs. Sometimes the cost savings can be dramatic and immediate

and more than pay for the upgrade to Edge. Data storage is unlimited in the

Edge Cloud, so growth is not an issue – even with your 3D data. No more

replacing hard drives, backup media, or buying multiple servers for satellite

offices. All your patient data in one secure place.

2. Increased Accessibility and Mobility – Smartphone and tablet sales have

long surpassed PC sales as people have developed an increasing appetite for

mobility and accessibility. By 2017, 87% of the worldwide connected devices

will be tablets and smartphones. Mobile devices are the communication

device of choice for your patients, so providing mobile applications for

them and everyone else in your practice community is paramount. The Edge

The Newsletter for Members and Friends of Ortho2April 2016 - Volume 34 Issue 2

Comprehensive Orthodontic Practice Management, Imaging, and Communication Solutions

Emerging Technologies’ Perspective 1

2016 Users Group Meeting Wrap Up 2

Spotlighted Feature: Working With 4Workflows

What Makes You Click – The Art of 6Online Persuasion by Mary Kay Miller

Tapping Into the Adult Ortho Market 8By Dr. Roger P. Levin

Inside Ortho2 10 –13

Share the Newsletter

Doctor

O�ce Manager

Financial Coordinator

TX Coordinator

Emerging Technologies’ Perspective continued on page 14

Contributor Contact Information:

Mary Kay Miller – Mary Kay Miller is an Internet Marketing

Consultant. For more information visit www.orthopreneur.com,

or schedule a complimentary Internet marketing evaluation at

(877) 295-5611 or email mk@orthopreneur.com.

Dr. Roger P. Levin – Dr. Roger P. Levin and Levin Group provide

expert orthodontic practice management and marketing solutions.

For more information, contact Levin Group at (888) 973-0000, or

visit them at levingroup.com/ortho.

2 3

2016 Users Group Meeting Wrap Up

Costume Winners

Honorable Mention:

Mennemeyer Orthodontics

Honorable Mention:

Drs. Grady, Kaestner, and Gornick

Honorable Mention:

Dr. Melanie Parker

Third Place:

Elevate Ortho

Second Place:

Tyler/Dumas/Reyes Specialists

in Orthodontics

First Place:

Dr. Shawn Long

Congratulations to the Exhibitor Bingo winners:

• Terri Hinton from Shannon Orthodontics

• Shelley Abraham from Dr. Hannapel’s Office

• Geri DeVylder from Feldman Orthodontics

Are you the only person in your office who

sees the newsletter? Pass it along!

Use the routing slip on the cover to ensure

everyone gets the chance to read the

newsletter.

You can also read the newsletter on our

website www.ortho2.com > Resources >

Newsletters.

2 3

If you are planning a presentation or lecture at a society meeting, university, or local meeting, we can provide you with any screenshots you need and can discuss how to best use Edge and/or ViewPoint in any situations you may be illustrating. We appreciate the good word you spread and would like to assist in any way we can!

2016 Users Group Meeting Wrap Up

Join us February 23-25, 2017 in Anaheim, California for the 33rd Annual Users Group Meeting!

The meeting will take place at Disney’s Grand Californian Hotel and Spa. If you haven’t yet

experienced a UGM, now is the perfect time to do so. Don’t just take it from us, see all of the

pictures on our website www.ortho2.com > Meetings & Webinars > UGM.

Also, take the time to let us know if you are interested in next year’s meeting and be one of the

first offices to get information about available classes. Call Kim Barker at (800) 678-4644 or visit

www.ortho2.com > Meetings and Webinars > UGM to let us know you are interested.Anaheim, CA February 23-25, 2017

Users Group Meeting

“It was great to get ideas from other offices on how they deal with situations in their offices.”

Robin Temple, Sturbridge Orthodontics, Sturbridge, MA

“Informative, interesting, fast-paced!”

Kim Morphis, Dr. Thomas Marcel, Livermore, CA

“Fantastic ideas. Can’t wait to try when I return to work!”

Carrie French, Varble Orthodontics, St. Louis, MO

O ur annual Users Group Meeting

covers many topics that offices

can easily take back with them and

implement right away. One of the topics we

heard users were unfamiliar with is workflows.

A workflow is a sequence of events or actions

required by your office protocol. Depending

on the type of workflow, you may be prompted to

complete an action before you can continue with another

task.

The possibilities are endless with workflows, but here are

some of the more common ones we see in offices.

Merging LettersDo you often merge a letter after a specific appointment is

kept? For example, perhaps you send a Consultation to

Dentist letter after an exam is kept. Or maybe you want to

start sending a New Patient Welcome Letter after patients

make their first appointment. Workflows allows you to do

so without even thinking about it!

In the Editors

select

Procedures

from the list

on the left. Once logged in, choose the procedure you

want to work with. Select the wizard icon next to the

appointment status you want to work with. For example, if

you want to send a letter to the patient’s dentist after an

appointment was kept, you would choose the workflow

wizard by the Kept status.

In the Activity drop

down, choose Merge

Letter. This will then

give you additional

options to pick the

letter, select your merge type, include an envelope, and

if you want to send it to the print later queue. Click Ok to

exit the window. Back in the Editors window, use the drop

down menu by the status you were working with to select

the workflow you created. It will look like: Merge Letter –

Letter Name.

Status ChangesWhen patients keep their New Patient Exam, you more

than likely also change their status. When you enable a

workflow, each time that appointment is marked as kept,

you can be prompted with changing the status. Another

way to use the status change workflow is to change a

patient’s status to retention when a deband appointment

is kept.

To change a patient’s status to retention when a deband

appointment is kept, go into the Editors, and find

Procedures in the list on the left. Once logged in, find your

deband appointment and click on the wizard icon to the

right of Kept. Click on the Activity drop down and choose

Change Status. In the New Status drop down, choose your

retention status and click OK. In the drop down list for

Kept, you will now see Change Status – Retention.

If you want Edge to prompt you to choose a status to

change the patient into, follow these same steps, but in

the New Status drop down, choose none. When you click

OK, you will now have a workflow called Change Status –

Prompt.

StacksAnother powerful feature in Edge is stacks. When stacks

and workflows are combined, you can do things such as

add a patient to a stack to verify insurance after all new

exams are kept. You can also add patients to a treatment

plan stack for the doctor to complete after appointments.

Note that you should have the stack already set up for this

process to work.

Choose your procedure in the Procedures Editor, and click

on the wizard icon next to the status you want to work

4 5

Working With Workflows

4 5

Working With WorkflowsPart of an ongoing series spotlighting significant features

with. In the Activity drop down, choose New Stack Entry.

You will then see a list of all of the current stacks in your

list. Choose the stack you want to add these patients to

and click OK. It’s that easy. You now have a workflow called

New Stack Entry – Stack Name to use.

Combining WorkflowsYou can also combine workflows to,

for example, change a patient’s

status and merge a letter. Because

this workflow is going to do more

than one thing at a time, we need

to go to a different screen to create

it. In the Editors list on the left, scroll down to the bottom

of the list and find Workflows. On this screen we can

manually create workflows without the wizard, or use

wizard to add to an existing workflow.

To begin, click on New. In the

top of the screen, change New

Workflow 1 to the name of your

new workflow. When you’re

doing multiple activities, give

the workflow a name based on

how it’s used. In this example I will call it Exam Kept. The

easiest way to then create this workflow is to click on the

wizard icon that has the green plus sign next to it. Choose

your Change Status activity and select the appropriate

status. When you’re done, simply click on the same wizard

icon with the green plus sign and set up your letter. Your

workflow now has two activities. Once you click save in the

top left corner, this workflow will be available to use in the

Procedures Editor.

Opening a Treatment Chart when Seating a PatientOpening a patient’s treatment chart when you seat the

patient is another common workflow. Please note, you

will need to use the computer by the chair the patient is

seated in for this workflow to function properly. To set this

workflow up, you will again need to use the Workflows

Editor.

In the Workflows Editor, click on New at the top and give

your workflow a name. In this example, I am going to call it

Open Treatment Chart. In the middle of the screen, you’ll

see the list of activities. Simply click and drag the Open

Patient activity over to the empty Workflow Activities box

to the right of it. If you drag the wrong item over, simply

press delete on the keyboard to remove it.

Once Open Patient is in the middle of the screen, click

on it so it displays the Activities Properties. On the right

side of the screen, you will now see an option that says

TabToOpen. Click on the drop down to the right of it and

choose Tx. Hub. Save it and the workflow is created.

Next we need to set it up so this workflow fires every time

we seat a patient. To do this, we need to go to the Triggers

Editor. This is at the bottom of the Editors list to the left.

In here, you will see a list of Triggers that you can run a

Workflow with. The Triggers are used to fire a Workflow

every time a certain event happens, such as every time you

seat a patient, each time you process ANY appointment as

Missed, or any time a contract is changed.

Click on the empty box to the right of Patient Tracker Seat.

Click again on the drop down that just showed up, and

select Open Treatment Chart. If this option isn’t available,

make sure you saved your workflow in the previous step.

Click save. It’s just that easy and it’s all set up.

These are just a few examples of what you can do with

the powerful workflows function. If you would like to learn

more about workflows or see a video on how to set them

up, watch our Visual Help video on Workflows. You can find

it in Edge by going to the File menu, hovering over help,

and choosing Visual Help. Once logged in, scroll down to

the Webinars section and Click on Edge Workflows.

6 7

What Makes You Click – The Art of Online Persuasion

T he Internet is an immense and

intimidating beast that can bring

any business owner to their knees. It

offers a plethora of avenues to promote

your products and services, myriad website

developers to choose from, social media

platforms to select, blog providers, and online

development tools serving as a virtual megaphone

to your local audience. But despite the multitude of

platforms at our disposal, it remains extremely challenging

to break through and engage potential new patients

online today.

While the web is undoubtedly your most cost-effective

promotional tool, using it correctly is a tricky business and

one that’s ultimately psychological in nature. According to

MECLABS Institute, the first research program to conduct

rigorous testing in the new science of online behavior, the

psychology of emotion plays a critical part in how people

respond to your online messages. Consumers are fed up

and very discriminating when researching products and

services on the Internet today.

So, how do you use psychology to improve your web

presence and influence current and potential orthodontic

patients?

Understanding the ProblemToday’s ADHD society wants information instantly at their

fingertips that is clear, easy to digest, and persuasive in

tone. Attractive and productive are not one and the same.

Most marketing programs today are focused on the

company rather than the consumer. However, consumers

today are more difficult to engage and conditioned to

filter out all marketing noise that surrounds them today,

especially with so many options and services available. It is

not uncommon for consumers to shift their mind-set right

in the middle of making a buying decision.

Below is a succinct explanation provided by MECLABS

to describe today’s consumer mind-set. Take a moment

to think about your own emotional response when

researching products and services online; take off your

business owner hat and think like a consumer.

Consumer’s Protest • I am not a target, but a person. Don’t market to me,

communicate with me.

• When you say “sell,” I hear “hype.” Clarity trumps

persuasion. Don’t sell; say it like it is.

• I don’t buy from companies; I buy from people. Stop

bragging, it’s disgusting. And why is your marketing

“voice” different from your real “voice?” The people I

trust don’t patronize me.

• In all cases, where the quality of the information is

debatable, I will always resort to the quality of the

source. My trust is not for sale. You need to earn it.

• Dazzle me gradually: tell me what you can’t do and I

might believe you when you tell me what you can do.

• In case you still don’t “get it,” I don’t trust you. Your

copy is arrogant, your motives seem selfish, and your

claims sound inflated. If you want to change how I

buy, first change how you market.

My first reaction to the protest after reading this during a

lecture offered by leaders in the Internet marketing

industry was shock! As an Internet marketer, how do you

respond to this attitude that is becoming more and more

prevalent with consumers?

6 7

What Makes You Click – The Art of Online Persuasion

About the AuthorMary Kay Miller is an Internet Marketing

Consultant for the orthodontic

profession specializing in, WordPress

Website Design, SEO, Reputation

Marketing, Local Search Strategies, and

Exclusive Web 2.0 services.

The Misunderstood “Less Is More” PsychologyThe objective of your online marketing is to influence or

coerce a decision from visitors to pick up the phone or

email your office. However, this is easier said than done.

Online visitor perceptions are skewed by language, images,

and mood.

Offering the latest and greatest technology available today

and treatment delivery is a consumer must. However, when

marketing online, consumers can’t believe it if they don’t

perceive it.

Your goal is to develop your marketing sweet spot and

keep things simple. The “Less is More” psychology does

not translate into providing fewer content pages on

your website or less written text on each page. The goal

is to control the size, delivery, and the quality of your

marketing message to its greatest advantage for consumer

engagement.

Visitors emotionally perceive your professional competency

by the overall appearance and design of your website

within 3-7 seconds. Presentation is everything! Outdated

websites that lack information of interest based on the

mind-set of the visitor falls short of your marketing sweet

spot. If your website is old and outdated and difficult to

traverse, so are you. This is the reality of online marketing

today based on the current consumer mind-set.

Is Your Website Controlling, Preaching, or Persuading to Build Trust?1. Does your website offer all forms of engagement

including images, written content, and video to

engage the marketing sweet spot of all visitors?

2. Is the first thing they see “Schedule an Appointment”,

“Write a Review”, or “Pay Online” before they have

had a chance to figure out the lay of the land on your

website? Be persuasive but not pushy.

3. Are your headlines clear and trustworthy to

someone who doesn’t know you and not open to

misinterpretation? Not everyone can be the top or

best orthodontist in the area.

4. Do you provide simple intuitive navigation, clear titles,

and call to action areas so visitors can easily find topics

they are interested in researching vs. what you want to

tell them about yourself?

5. Is your written content devoid of descriptive fluff and

questionable unverified claims? Is text presented in a

simplified 5th – 9th grade level for easy understanding

and bullet pointed for clarification?

6. Are your reviews posted on the home page from a

reputable source like Google or Yelp, rather than run-

of-the-mill testimonials offered by John S. or Katy P.

that you could have posted yourself as filler? Plugins

are now available to post testimonials from major

review sites directly on the home page of your website.

7. Do you showcase professional photos of your patients

verifying treatment results? Do you offer a few high-

quality, authentic before and after photographs of

patients to quickly review?

8. Do you include professional video presented in two

minutes or less, emotionally arousing, and intellectually

compelling to allow visitors to form their own

conclusions about your practice?

Online Persuasion continued on page 15

8 9

Tapping into the Adult Ortho Market

A s the ortho market tightens

up, with more (and more types

of) competitors vying for patients,

many orthodontists are discovering new

opportunities to attract adults to their

practices for treatment.

The adult market has always accounted for a

substantial number of ortho cases, but a combination of

societal and technological changes in recent years has set

the stage for potentially dramatic growth in this category.

Keeping Up AppearancesModern American adults find themselves in situations

quite different from what existed a few generations ago.

The external pressure and internal desire to look younger,

healthier and more attractive has never been greater, for

several reasons:

• As baby boomers came of age, many of them felt

they would change the world with new ideas that

their elders—grey and wrinkled, often with visible

dental problems—were too old to appreciate. They

cautioned each other to “never trust anyone over 30.”

Now that they themselves are seniors, they’re driving

growth in the fitness, diet, cosmetics, hair coloring,

plastic surgery, and other age-defying markets. Ortho

treatment fits comfortably into this major trend.

• The boomers, along with subsequent generations,

find themselves in a more challenging job market. As

recently as the ‘70s, many workers could reasonably

expect to stay with one employer for the duration of

their careers. With such job security, they didn’t have

to worry much about having straight teeth. Now,

changing jobs every few years is the rule rather than

the exception. This sets a high priority on being able

to flash an attractive, confident smile at job interviews.

• A person doesn’t have to be in the “me” generation

these days to show a certain amount of self-

indulgence. After years of fantasizing, many adults

reach a point when they’re ready to change the fantasy

into reality – driving a sports car, taking a big vacation,

or having straight teeth and a Hollywood smile.

• Compared with so many other commonplace

expenditures – college tuition, cable bills, car

payments, etc. – the cost of seeing an orthodontist

may seem less daunting than it would have a decade

or two ago.

New Ortho Technologies for Adults to ConsiderAlthough some conditions still call for treatment with

traditional braces, there are many cases in which other

options can be considered. Clear aligners, lingual braces,

and porcelain braces appeal to adult patients because they

are much less noticeable. When adults realize they can have

their teeth straightened without it being so obvious, they’re

much more likely to accept treatment.

Prepare for the Adult MarketBefore implementing strategies to bring in adult patients,

make sure your practice is ready in terms of environment

and clinical capabilities.

If your office has been designed and equipped to appeal

to young patients (as it should be), it may be off-putting to

adults. Your reception area and at least one treatment room

should be adult-oriented. If you provide amenities suitable

for parents who bring in their children for treatment,

you may need to do very little to make adult patients

feel welcome when they arrive at your office. Your adult

treatment room should be decorated to satisfy adult tastes

and, if ortho-related images or visual aids are used, they

should feature adults, not children.

Your TCs will need to modify their presentation somewhat

to address the adult ortho candidate. They’ll still be

emphasizing the benefits of treatment at your practice

rather than the technicalities and explaining the financing

options, but the overall tone should be different. As with

presentations of treatment for children, these adult versions

should be carefully scripted so the TC can consistently

present treatment smoothly and persuasively.

Preparation on the clinical side may be more involved.

8 9

Tapping into the Adult Ortho Market

About the AuthorTo learn more about how to market

your ortho practice, attend Dr. Roger P.

Levin’s “Ignite Your Referrals, Increase

Your Close Rate” seminar on May 19 in

Philadelphia. Ask your Ortho2 Regional

Manager how you can receive an

educational grant to attend the seminar

tuition-free.

You may need to add new treatment options that meet

adult needs, which may involve investing in additional

technologies as well as in specialized training and

certification for you and your assistants.

Bear in mind that changes you make to appeal to adults will

also serve as strong selling points in your marketing efforts.

Identify and Develop Strategies for Specific Adult Market SegmentsOnce you’ve readied yourself and your office for adult

patients, it’s time for you and your marketing coordinator

to develop strategies for attracting those patients to your

practice and persuading them to accept treatment. To do

this, think about how to approach each segment of your

adult market separately. Although some strategies may end

up working across segments effectively, you’ll get better

results if you begin by planning how to engage each group

specifically.

The primary target groups for adult ortho treatment are:

1. Parents of Current and Recent Patients

These are the best candidates for treatment because…

• They have already chosen your practice for ortho

treatment (for their children) and presumably have a

positive impression of your skills, your team and your

practice as a whole.

• If their children are still undergoing treatment, you

may be able to offer them the convenience of parent-

child appointments.

• You’ve already established lines of communication

with them, so you can easily—and at little or no extra

cost—inform them about your adult ortho services

and persuade them to take advantage of what you

offer.

• You, your TC and probably other staff members

will have existing relationships with these parents,

increasing the likelihood that, if they decide to have

ortho treatment, your practice will have the “inside

track” for acceptance.

2. Friends and Family Members of Patients’ Parents

You can reach this target audience almost as effectively

(and cost-effectively) as the parents themselves. When

planning how to attract them to your practice, consider

these points…

• Though your ultimate target is parents’ adult family

members, friends, neighbors, coworkers and other

acquaintances, your initial communication will be

through parents of existing patients. This will be far

less costly than trying to market to them directly.

• By asking patients’ parents for referrals of adults

they know, you’ll be encouraging word-of-mouth

advertising, which is the most powerful type of

advertising. In effect, the parents will become your

advocates or ambassadors, speaking from personal

experience about the quality of ortho care you’re

providing for their children (and perhaps for them as

well, if they’ve already accepted treatment).

3. Adult Social Media Contacts and Networks

If your practice has established a strong online presence

through social media, you have a ready-made way to get

the word out about your adult ortho services. You may

already be in touch with some of the prospects you reach

in this way, but they will in turn be able to help spread the

word to their own personal connections and networks.

Adult Ortho Market continued on page 14

Free WebinarsWe offer you free, online, real-time webinars. Each month throughout the year we present various topics. It’s a great

solution for training new users, refreshing experienced users, or learning about new features. Webinars are offered

several times each month so you can choose the time that fits best with your schedule. Preregistration, a computer with

a high-speed Internet connection, and a phone are required. For a full schedule, and to register, visit www.ortho2.com >

Meetings and Webinars > Ortho2 Webinars, or contact Judy Brown at (800) 346-4504 or jkb@ortho2.com.

Upcoming Webinar DatesViewPoint: Edge Reminders

Wednesday, April 20th, 2:00-3:00 P.M. Central Time

Edge Reminders is an easy-to-use, efficient system for

automating your patient reminders. Reminders can be sent

via multiple message options including phone, text message,

and/or email for any range of upcoming appointment dates.

Messages can also be sent for recall reminders, birthday

greetings, and more. We’ll demonstrate setup steps and

using Edge Reminders to stay connected with your patients.

Edge: Preparing to Use Practice Connect

Thursday, April 14th, 10:00-11:00 A.M. Central Time

Monday, April 25th, 2:00-3:00 P.M. Central Time

Practice Connect allows you to keep in touch with your

patients with an app fully designed from the ground up, with

you in mind. We’ll discuss the timeline of events and steps

for a successful creation and deployment of your Practice

Connect app.

Edge: Setup Basics

Thursday, May 5th, 10:00-11:00 A.M. Central Time

Monday, May 23rd, 2:00-3:00 P.M. Central Time

This webinar is geared to help new Edge customers with

their software implementation. We’ll demonstrate basic

program navigation and overview the patient record. Then

we’ll move onto important setup items for the practice,

financials, and insurance.

ViewPoint 101

Wednesday, May 11th, 2:00-3:00 P.M. Central Time

Friday, May 27th 10:00-11:00 A.M. Central Time

This session provides an opportunity for new staff members

and those not familiar with all aspects of ViewPoint to

become better acquainted. Emphasis will be on practical

tips for navigating the program and different areas within

the patient record. We will also cover the basics regarding

financial transactions, scheduling, and correspondence.

ViewPoint: Preparing to Use Treatment Chart

Wednesday, June 8th, 2:00-3:00 P.M. Central Time

Friday, June 24th, 10:00-11:00 A.M. Central Time

Going paperless is a big step for any office. We’ll talk about

steps to prepare for this transition, such as sketching out

your chart and plan styles. Additionally, we’ll discuss setup

options and strategy for transitioning existing patients to

electronic charting.

Edge: Patient Tracker

Thursday, June 16th, 10:00-11:00 A.M. Central Time

Monday, June 27th, 2:00-3:00 P.M. Central Time

Patient Tracker can follow your patients from the time they

step into your office, through the flow of their appointment,

and until they schedule their next appointment and leave

your office. We’ll walk through setup options allowing you to

customize the module to suit your office needs. Then we’ll

demonstrate how to use Patient Tracker and utilize tools

to see which patients have signed into your office, whose

appointments are currently in progress, and where assistants

and orthodontics should concentrate next.

Inside Ortho2Information about the people of Ortho2 and the resources available to you as a member

10 11

10 11

Available from Ortho2Email or call your Ortho2 Systems Consultant at sales@ortho2.com or (800) 678-4644 for more details on any of these

products and services.

Our revolutionary, cloud-based management system.

Our core management system.

Equipment & Networking (For both Edge and ViewPoint systems)

• Computers, Printers, and Other System Components• On-Site Installation and Configuration

Your Edge System Can Include:(Scheduler, Electronic Insurance, and Edge Imaging always included)

• Additional Edge User Licenses • Practice Connect (Your practice in the palm of their

hands.)• Edge Animations (patient education and case

presentation) • Edge Portal Premium (account access for patients/

parents/professionals via the Internet or smartphone)• Edge Reminders (automated appointment reminders)• Treatment Hub (electronic charting)• Patient Tracker (patient sign-in and operatory display)• Premier Imaging (ceph, morphing, and Bolton

Standards)• HR Manager (securely store employee information)• Third Party Product Integrations

Edge Services• On-Site Training and Refresher Sessions• Web-Based Training and Refresher Sessions• Credit Card Transaction Processing• Edge Cloud (off-site, secure data hosting)• Edge Split (split Edge databases)• Data Merge (combine Edge databases)• Data Conversion (put non-Edge data into Edge file

format)• Image Conversion (convert your images to Edge

Imaging)• Custom Reports• Custom Online Forms• Custom Premier Imaging Analyses

ViewPoint Software Modules• Additional ViewPoint User Licenses• Edge Imaging for ViewPoint (enhanced imaging

functions)• Edge Animations for ViewPoint (patient education

and case presentation)• Edge Reminders for ViewPoint (automated

appointment reminders)• Premier Imaging (ceph, morphing, and Bolton

Standards)• Treatment Chart (electronic charting)• On-Deck Appointment Control (patient sign-in and

operatory display)• HR Manager (securely store employee information)• VP WebAccess (account access for patients/parents

on the Internet)• VP Glance (access to your ViewPoint data from your

smartphone)• Electronic Insurance

• Grid Scheduler• Third Party Product Integrations• DataMove Utility (transfer ViewPoint data from

location to location)

ViewPoint Services• On-Site Training and Refresher Sessions• Web-Based Training and Refresher Sessions• VP Credit Card Transaction Processing• VP Backup Online Storage• Data Split (split ViewPoint databases)• Data Merge (combine ViewPoint databases)• Data Conversion (put non-ViewPoint data into

ViewPoint file format)• Image Conversion (convert your images to

VP Imaging or Edge Imaging)• Custom Reports• Custom Online Forms• Custom Premier Imaging Analyses

• Backup Monitoring Service

Ortho2 AnniversariesCongratulations to these Ortho2 staff members who celebrated anniversaries during the first quarter of 2016.

Thirty-Four YearsDan Sargent

Twenty-Six YearsJo Jacobson

Twenty-Five YearsDiane Lyon

Twenty-Two YearsMatt Hilleman

Eighteen YearsCoreen Magnuson

Mike Vest

Seventeen YearsDoug Olsan

Fifteen YearsJoe Levenhagen

Fourteen YearsDanetta Hiatt

Jesse Howard

Amy Schmidt

Twelve YearsMichael DiSalvo

Chad Kellner

Tony Kooima

Ten YearsChris Bennett

Seven YearsJim Powell

Five YearsMike Gude

Four Years

Mark Hoffmann

Joe Lynch

Three YearsBen Shin

Two YearsLori Backous

Linda Cooley

Dylan Funk

David Hohbach

Michael Houlihan

Amia Sult

Chat SupportDo you need to call into our Support Team for a question, but it’s difficult to wait on hold, even for a few minutes? Ortho2

has you covered! Use our chat support to get in contact with us. When you use the chat support feature, you will be

added to the same queue as phone calls. You can choose to chat with the Software Support, New Customer Care, or

Network Engineering Teams.

In Edge, you can find links to chat support through the Help menu. In ViewPoint version 11, it is the bottom right Help

button in the Daily Activities menu.

So drop us a line when you are in a pinch! We are here to help you in whatever way is most convenient for you.

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Background image taken by Brandon Niewoehner

On a Personal NoteDan Sargent, Ortho2 President, was featured in Link, the Iowa State University College of Liberal Arts and Sciences alumni

magazine. Dan, a 1979 graduate of Iowa State, spoke about how Ortho2 was started, and how the business has come to

be what it is today.

Diane Lyon, Software Support Representative and Trainer, celebrated her 25th anniversary with Ortho2 on February 12 –

which was celebrated with cake, mini glasses of champagne, and stories from years ago. Congratulations, Diane!

Referral RewardsYou can earn a $500 credit for each referral that results in an Ortho2 system purchase within six months. You can apply the

credit toward any current or future charge or purchase—it never expires. We frequently hear from doctors that they wish

we had contacted them before they purchased their current system. We wish we had too, but we didn’t know they were

looking. You can help us help your colleagues by letting us know when they are considering a change in systems. Enter

referrals online at www.ortho2.com and clicking on the Referral Rewards icon in the top right corner, or call

(800) 678-4644.

SupportBy Phone: (800) 346-4504

Available 7:00 A.M. – 7:00 P.M. Central

Time, Monday – Friday

By E-mail: ortho2support@ortho2.com

Response time is usually the same day or

at most within 24 hours.

By Fax: (515) 233-1454

You can fax us support requests. While not required, forms that help identify

these requests are available at www.ortho2.com > Support & Learning >

Requests/Forms > Fax Support.

And Don’t Forget Our Website: www.ortho2.com

Our website gives you 24/7 access to our knowledge base, FAQs, white

papers, visual help videos, and more.

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Cloud delivers real-time mobile applications for

everyone relevant in your practice, even referrers and

prospective patients.

3. Easier and Better Backups – Do you stress over

backups? If not, are you checking them regularly?

Every year we have a few customers who lose data due

to faulty, unplugged, or unverified backups. Backups

done on the cloud are automatic and far more reliable

than in-office backups. Like keeping your money in a

bank instead of under your mattress, cloud computing

provides a much more secure way to store and protect

your valuable practice data.

4. Help with HIPAA – As healthcare moves to the

inevitable government mandate for the Electronic

Health Record (EHR), private cloud hosting solutions

provide many advantages in complying with HIPAA,

PCI, and EHR regulations over locally hosted server

environments due to the level of security required by

cloud vendors. In a recent article, one technologically

savvy dentist called cloud computing an additional

“HIPAA shield for your office.”

5. New Technology – I recently read that there are about

5 billion device connections to the Internet in the

world today and that this is projected to increase to

30 billion connections in the next four years. Almost

anything you can imagine will be connected to the

cloud – homes, cars, refrigerators – everything! In

orthodontics, we will see an increase in applications

that connect new devices to specific functions in the

cloud. Cloud computing offers far more integration

possibilities with mobile apps, real-time data access,

and eventually wearable technology and virtual reality

devices.

So if a new server purchase looms on the horizon in your

practice, consider instead a move to the Edge Cloud. As

long as you have fast, stable Internet, you could make your

office a lot more accessible and mobile while potentially

reducing costs at the same time. You’ll love the built

from the ground up feature set in Edge and the seamless

conversion from ViewPoint. Soon in-office servers may be

the fax machine of the future – absolutely necessary 10

years ago but just a big, expensive paperweight today!

Emerging Technologies’ Perspective continued from page 1

Adult Ortho Market continued from page 9

4. Adults Searching the Web for an Ortho Practice

Many of the adults who decide they’d like to explore the

possibility of getting ortho treatment will go straight to

their web browser to search for orthodontists. To capture

this potentially substantial market segment, you need to…

• Add content to your website about why they should

come to you for adult orthodontics.

• Optimize your website so it comes up high in search

lists.

• Make sure your practice shows up prominently in local

online directories and gets favorable reviews.

5. Adults Exposed to Your Community Outreach Activities

If most of your patients will continue to be children, then

most of your activities in the community should focus

on that market – but many of the community members

you encounter, influence, and impress will be adults. You

and staff members involved in outreach should always

be mindful of the fact that some of those adults may, in

fact, be excellent prospects for treatment. Include adult

services in handouts, presentations about ortho care, and

conversations about your practice.

Consider Offering IncentivesThe value of the care you provide should be great enough

to merit the consideration of adult ortho candidates.

However, if you’re facing strong competition, you may

want to incorporate promotional activities in your adult

marketing plan. These can range from an open house with

free refreshments, to discounts for parent-child or parent-

friend packages, to online drawings for oral care products.

In most geographic areas, the adult market for

orthodontics has not yet been saturated with marketing

messages. It therefore deserves serious attention from any

ortho practice that has not yet reached its full capacity for

patients. By making adult care a marketing priority for your

practice, you and your team should be able to increase

production significantly.

Craig Scholz, Ortho2 Director of Emerging Technologies

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Social MediaSocial media studies also suggest you follow the “Less is

More” psychology. Rather than overflow your social media

accounts with filler and fluff, seek out and present topics

and posts with relevant, engaging verifiable information

that builds trust in your practice. Use your social media

as verifiable proof that your visitors’ peers are benefitting

from your treatment, patient experience, and community

interaction offered by your practice.

The fastest way to bore visitors on social media is to only

talk about and post photos of Suzy getting her braces on

and Johnny getting his braces off. This is the kiss of death

to a very discriminating online audience looking for the

top spots to spend their limited time. A diverse interaction

on different topics is required to “engage and sustain”

on social media. Don’t just post or tweet for the sake of

posting or tweeting. Try to add value for your audience

whenever possible to persuade visitors to seek out your

services.

Reviews – Build Trust and Proof of ExpertiseChoosing a credible, consumer-focused review platform,

especially targeting Google and Yelp, is critical to building

trust with prospective patients. While it may be tempting to

pay for review services that make it easier to solicit glowing

5-star reviews, consumers are smart and can spot solicited

reviews a mile away. If someone Googles your doctor name

or practice name and finds over a hundred 5 star reviews on

Health Grades and none or only a few on Google and Yelp,

your trust level drops. The same is true if you only have a

high number of reviews on Google only. A well rounded

reviews program based on the “Less is More” psychology

on multiple review platform wins in the long run.

An eConsultancy Survey uncovered that 68% of consumers

actually trust reviews more when they see both good and

less than stellar ratings. The best performing businesses

methodically build a collection of legitimate reviews on

different sources from real customers and don’t sweat the

occasional less than 5 star review. They understand that

their success in the long-run depends on building real trust

with real customers. No one expects perfection when it

comes to legitimate reviews.

As orthodontic practices try to determine just what it is

that consumers want from them, consumers faced with

more choices and barraged with more messages than

ever before. Facebook is hovering around 1.2 billion users

globally; Twitter and Google+ report 500 million each; who

knows what the future holds. When will it plateau? And

does it even matter at this point?

As humans, we want to share our experiences, connect with

others and make a difference in the world whether it be by

a business owner or consumer. And much of that is done

through online interaction and visual storytelling. The real

question is: how much digital rhetoric, fluff, and show is too

much?

Online Persuasion continued from page 7

1107 Buckeye Ave., Ames, Iowa 50010 • www.ortho2.com

“Delivering premium solutions for success to the orthodontic profession…”

Online marketing is constantly evolving. Find your

marketing sweet spot with these tips.

page 6

Workflows can be used to automate daily

tasks. Read about the most commonly used

workflows in Edge.

page 4

Are you hitting all potential patients with your

marketing? What about adult ortho patients?

Read about these ideas on how to engage

this market.

page 8 ORTHO2Sales (800) 678-4644 Support (800) 346-4504

Local/Intl. (515) 233-1026 Fax (515) 233-1454